B2B Marketing: An Activated 'Brand'

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B2B Marketing: An Activated 'Brand'

  1. 1. By Tom Stein, President & Chief Creative Officer, Stein + Partners Brand ActivationB2B Marketing: An Activated BrandNaturally enough, we talk a lot on this blog about Brand Activation as marketing’sultimate “end state.”So I do not say this lightly: I believe that B2B marketing is a brand at an extreme point ofactivation--if one may think of a “discipline” as a “brand.”Granted, I have a vested interest given that I sit on the National and New York boards ofthe Business Marketing Association.While some have said that B2B marketing is dead or in some other form of actual ornotional transmogrification, based on many recent inputs and observations, my feeling isthat B2B marketing is kicking some serious ass.What leads me, in particular, to this assessment is the sheer star power at two eventscoming up in the next couple of months. Both events are part of the BMA’s 2012 “Goand Grow” global conference series.On Sept. 27, an event titled “Transformations: Now & Next” will take place in NewYork. The BMA’s first-ever event in the U.K., “Global B2B Made Crystal Clear,” will beheld on Oct. 18 in London.Between the two events, hundreds of top marketers, thinkers, and provocateurs will turnout to discuss the massive innovations taking place in business marketing. 1
  2. 2. Here is just a partial list of the companies from which event speakers and sponsors hail:Acxiom, Adobe, ADP, AKQA, AON, Avnet, Atos, BBH, Bizo, BloombergBusinessweek,CNBC, Doremus, Eloqua, Forbes, gyro, IASb2b Marketing, IBM, Google,General Electric, LinkedIn, Motorola Solutions, Ricoh, SapientNitro, Siemens, The WallStreet Journal, UBM, and Verizon.I’d encourage every one of you to check these out. As a booster, I am understandablyjazzed. But as an agency leader, I am amazed at the star power, fire power, thoughtpower, innovation power, and brand power--all of which tell me that B2B marketingindeed is activated.Read more: http://www.cmo.com/branding/b2b-marketing-activated-brand#ixzz27c0o3Mcq 2

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