ANA, ABM, Booz & Company Join Forces To Conduct Major B-To-B Research Study

ANA, ABM, Booz & Company Join Forces To Conduct Major B-To-B Research Study

New York, NY- The ANA (Association of National Advertisers), American Business Media (ABM) and Booz & Company have joined forces to conduct a major business-to-business research study. The study's objective is to determine what sets marketing leaders apart across industry sectors, based on their marketing objectives, their spend priorities and the focus of their capability-building efforts.

The "B-to-B Marketing Leadership Study" will address key gaps that marketers must address in order to enhance performance; evaluate the role of integrated marketing campaigns as part of a broader marketing mix; and identify roles that b-to-b media companies can play to support marketers' efforts.

"B-to-b marketers have unique challenges," said Bob Liodice, President & CEO, ANA.  "The ANA is committed to help address these requirements with fresh insights about b-to-b marketing leaders and how they can effectively operate in today's changing environment. This study should be a leap forward for the industry profession."

"ABM is delighted to take a leadership role in this important industry study," added ABM President & CEO Gordon T. Hughes, II. "We believe that it will provide our members with important new insights that will enable them to deliver new products and services to better serve marketers' needs."

The study will be fielded during the second quarter of 2010, with results delivered to the ANA and ABM memberships in the third quarter. ANA members will benefit from the study's insights into spending priorities, capability assessments of b-to-b marketers, and the definition of best practices. The study will provide for ABM members critical insights into advertiser priorities for marketing solutions they can provide to increase service levels and build new revenue streams.

About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit

About American Business Media
Founded in 1906, American Business Media is positioned at the center of the global b-to-b ecosystem. As the only association focused on the integrated b-to-b media model - which includes print publications, events, digital media and business information - ABM delivers intelligence to industry professionals worldwide, including Madison Avenue, Wall Street and the Beltway. ABM's 250-plus member companies reach an audience of more than 100 million professionals and represent nearly 6,000 print and online titles and over 1,000 trade shows, with well over $33 billion in annual revenues. For more information, visit

About Booz & Company
Booz & Company is a leading global management consulting firm, helping the world's top businesses, governments, and organizations. Our founder, Edwin Booz, defined the profession when he established the first management consulting firm in 1914. Today, with more than 3,300 people in 60 offices around the world, we bring foresight and knowledge, deep functional expertise, and a practical approach to building capabilities and delivering real impact. We work closely with our clients to create and deliver essential advantage. For our management magazine strategy+business, visit Visit to learn more about Booz & Company. 


Press Contacts:

Lesley Neadel
CooperKatz & Co. for the ANA
(917) 595-3034

Mark Rothman

Booz & Company
Karen Guterl