Fred Isbell, Author at Marketing Insider Group

Fred Isbell

Fred Isbell is a B2B marketing veteran with expertise in Thought Leadership, Marketing Analytics, and Marketing Strategy Execution and. He was formerly Associate Director, Portfolio Marketing and Thought Leadership for Wolters Kluwer. Fred was formerly a Research Director for Dresner Advisory Services. He was with SAP Global Marketing as Senior Marketing Director & BMO Lead, SAP Services Field Engagement and led Thought Leadership Marketing. He led SAP North America Services Field Marketing and Channels Marketing for SAP Small and Midsize Enterprises (SME) Solutions. Before SAP, Fred held a variety of senior solutions and services marketing roles with Compaq and Digital Equipment Corporation (DEC). He is a graduate of Yale University with honors and has an MBA from the Duke Fuqua School of Business where he was a Fuqua Scholar and received the Fuqua Alumni Exemplary Leadership Award.

Article by Fred Isbell

Account-Based Marketing (ABM) at Twenty: A Benchmark for Success in 2023 and Beyond

13 Feb 2023 in Content Marketing

It’s now been 20 years since the team at ITSMA coined the term Account-Based Marketing (ABM). I was very fortunate to work with ITSMA (now Momentum ITSMA after their merger) during a good part of my nearly two decades with SAP Marketing (and beyond). Looking back, ABM has risen in parallel with key concepts and practices including Thought Leadership, Marketing
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Skate to Where the Puck is Going: B2B Marketing in an Age of Digital-First Marketing

06 Feb 2023 in Content Marketing

A very young Wayne Gretzky was taught by his first hockey coach, his father Walter Gretzky, several important lessons. For those who are not hockey fans – Wayne is the all-time leader in NHL scoring and owner of 61 records, most will probably never be broken, and is called by many the greatest hockey player of all time. “You
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Thought Leadership in Action: Top Ten BI and Data Trends for 2023

30 Jan 2023 in Content Marketing

As we enter a calendar new year, it’s always great to review key things we should be considering and getting ready for in the new year ahead. In my last company, the webinar we did on “top ten considerations for 2023” with a fantastic internal SME and Craig Focardi, Banking Analyst and Principal at Celent,
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Momentum ITSMA Marketing Vision 2022: The Journey to Thought Leadership Marketing Excellence

20 Dec 2022 in Marketing Strategy

While attending the Momentum ITSMA Marketing Vision 2022 event in Cambridge MA, I was very fortunate to attend an excellent pre-conference workshop “What Buyers Want from your Thought Leadership: Understanding Changing Executive Preferences” led by Robert Hollier, Partner, and Jeanne Browne, Senior Strategist, Momentum ITSMA. The workshop was a presentation of recent research with interactive
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Momentum ITSMA Marketing Vision 2022: Next-Generation B2B Marketing in an Age of Convergence

15 Nov 2022 in Content Marketing

Fall in New England brings many things. Colorful fall foliage, changes in temperatures, rowers on the Charles River, and of course Halloween. For close to 20 years, for me that’s also meant the Momentum ITSMA Marketing Vision event. As a long-time ITSMA partner I have been privileged to attend the event in-person which showcases a
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ITSMA Marketing Vision 2021: my Top 10 “Insanely Great” Ah Hah Moments for Marketing Leaders

16 Nov 2021 in Best Practices

You know you have been involved with something or someone special for a long time when you cannot remember the date you first started working with a colleague or team, first attended an event, or became aware of key concepts that became “ah hah moments” or epiphanies. They become part of a collective memory that
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On-Line Events on Twitter: Long-Live the Tweetchat

15 Jul 2021 in Event Marketing

By some accounts, the last year has seen digital transformation accelerate by anywhere from 7 to 10 years from where we were in early 2020 at the start of the global COVID-19 pandemic. We have seen the proliferation of on-line events, meetings conducted on Zoom, and the maturation of the “modern webinar” to a new
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Executive Insights: Leveraging the Power of Webinars for Virtual Learning

05 Jan 2021 in Event Marketing

We have certainly all had our fair share of virtual events during the current global COVID19 pandemic. Whether it is Zoom meetings or physical events pushed on-line via webinars and virtual events, this element of digital transformation has become ubiquitous. It is easy to forget that webinars have been around for less than 25 years
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The Geeks Won Part Two: New Perspectives on Data Science

04 Jan 2021 in Marketing Strategy

Nearly three years ago, while working in SAP Global Marketing, I wrote a BLOG that has stood the test of time – “The Geeks Won: The Rise of Marketing Analytics, Performance Management and Data Science”. It was near the end of a long and successful run working for SAP Digital Business Services Marketing, focused upon
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Executive Insights: Imperative Marketing Analytics for the Modern Marketer

10 Nov 2020 in B2B Marketing

As I discussed earlier this year in my post “Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde”, I was very fortunate to work with some tremendous partners during my nearly 19 year tenure with SAP Global Marketing. One I enjoyed working with was Televerde, a company headquartered in Phoenix AZ that
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