Business-to-Business Committee

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.

• 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

Prior Meeting Notes