Event Recaps

Aligning Marketing with Customer Success Initiatives When customer success teams and marketing teams aren’t aligned, clients may feel forgotten. During the March TMA roundtable, Chief Customer Officer, Toyan Espeut and Chief Marketing Officer, Allison Breeding from Apptio, a software company empowering businesses to connect their tech...

The uncertainty surrounding COVID-19 this year has pushed businesses into uncharted territory, forcing many companies to face the difficult decision of where to cut spending. The likelihood of earning new business during a pandemic becomes much lower, and just like the companies needing to make...

At the end of the day, marketers should be able to credit their account-based marketing (ABM) campaigns with measurable lifts in engagement, revenue, and retention. The how is where it gets tricky, which is why the Technology Marketing Alliance (TMA) enlisted a few experts to...

Good analyst coverage is a must for technology companies. But engaging with analysts to properly position and communicate your offering’s unique benefits presents real strategic, logistic, and monetary challenges. Plus, once you have connected, how do you know that the analyst has interpreted what you...

As the average tenure of a CMO continues to decline, it’s critical that CMOs strive to meet the expectations of their board and provide insight into both the health of the company and the voice of the customer. But have you ever wondered exactly what...

Imagine a company, just starting out, and with a really cool product idea. After hiring the right engineering staff to bring the product to fruition, and hiring the necessary executive-level leadership, the CEO decides to move forward building out his marketing staff, with sales to...