The Business-to-Business Marketing Committee focuses on the unique challenges facing b-to-b marketers. These unique challenges are in areas including the product (e.g., long life-cycles), target audience (e.g., multiple targets), sales, marketing communications strategy, client/agency relationships, and measurement.
In 2009, How are B-to-B Marketers Using New Media was published, it was a joint survey between ANA and BtoB Magazine and a follow up to "Harnessing the Power of New Media Platforms for More Effective Marketing" also a joint survey between ANA and BtoB Magazine, published in 2007.
The committee published a white paper in March 2008, "The Continuously Changing Role of Marketing" that explored the trend of reorganizations in the marketing area. This was the output of a joint survey between ANA and BtoB Magazine.
Discussion Topics
- The unique challenges in the b-to-b segment (versus the consumer segment)
- Building strong B-to-B brands
- Customer acquisition - Lead generation
- Best practices for sales and marketing to work together
- Maximizing the lifetime value of b-to-b customers
- New communications tools, e.g., blogs
- Effective b-to-b online media strategies
- Keys to effective b-to-b creative
- What’s working and what’s not in b-to-b online advertising
- What’s wrong with most b-to-b advertising (and how to make it better)
Upcoming Meeting Schedule
| Date | Location |
|---|---|
| Wednesday, May 12, 2010 | New York, NY |
| Wednesday, July 14, 2010 | New York, NY |
Prior Meeting Notes
| Date | Location |
|---|---|
| Tuesday, February 9, 2010 | New York, NY |
| Thursday, October 15, 2009 | New York, NY |
| Thursday, June 18, 2009 | New York, NY |

