As B2B marketers turn up the crank on thought leadership content, the battle for customer mindshare gets ever more challenging. With quality content now being table stakes, IBM’s Institute for Business Value takes a more comprehensive approach, investing as much in activation and field enablement to bring thought leadership to life with the clients and prospects that matter most.
Latest research publications from ITSMA, including ITSMA’s Marketing Transformation Maturity Model, webcast on customer experience and success, 2018 services marketing budget study, Malcolm Frank viewpoint on AI and marketing, and case study on IBM’s “new work of marketing.”
For most companies, digitizing the business is not enough. In this ITSMA Viewpoint excerpt, Saul Berman, Chief Strategist at IBM Global Business Services, discusses the urgency of full-scale digital reinvention and why companies are not moving fast enough.
ITSMA interviews John Gallagher, IBM’s Vice President of Digital Marketing, for the latest thinking from IBM on current and emerging priorities, the benefits of “digital first,” and how best to keep up with digital innovation.