| |

ANA/B2B Conference Highlights Changing Role of Marketing-BtoB Magazine

ANA/‘BtoB’ event focuses on changing role of marketing

Story posted: March 28, 2008 - 1:07 pm EDT

Santa Clara, Calif.—B-to-b marketers on Thursday discussed the changing role of marketing and strategies for dealing with challenging times at the Business-to-Business Marketing Conference, produced by the Association of National Advertisers and BtoB.

“In today’s environment, we need to be in a mind-set of continuous marketing reinvention, to be ready to build sustainable relationships for tomorrow,” said Bob Liodice, president-CEO of ANA.


The survey found that nearly half of b-to-b marketers are primarily responsible for strategy and business development today, compared with about one-quarter of b-to-b marketers that were primarily responsible for strategy and business development three years ago.

Also during the conference, marketers from such leading companies as GE, Siemens and Charles Schwab & Co. discussed how marketing has changed at their organizations.

“We were very siloed and had to look at ourselves differently,” said Tom Haas, CMO of Siemens Corp., who spoke on the company’s global reorganization.

—Kate Maddox

Read the full story.  



Contact Us

Have a question or a comment? Give us a call, or send us an email, whichever you prefer—we’d love to hear from you!

Our Members

Membership includes representation from many of the country's leading organizations. See all of our member companies to find out if you are currently a valued member of the ANA.

Board of Directors

ANA's Board of Directors is comprised of leaders in the marketing industry. Please read about our current board.


Interact With Us