Sign in
My Cart (0)
All Categories

Keywords: Led Flashlights | Short Wedding Dresses | Cheap Tablets | Gopro | Clearance Sale

View or edit your browsing history Products I Viewed
Study: B2B Needs to Learn From B2C
Aug 14, 2009

Business-to-business (B2B) firms that adopt strategic marketing practices are gaining market share, according to a

new study conducted by Booz & Company and the Association of National Advertisers (ANA), which surveyed more than

100 business-to-business marketers across nearly a dozen industries through a custom on-line questionnaire and

personal interviews. Many of those surveyed were marketers from large, multinational corporations.

The study found that 40% of firms with above-average marketing capabilities gained market share versus only 26% of

firms with below-average capabilities. However, the study also found that nearly half of all firms (49%) limit

marketing to a tactical role within the business, rather than a strategic one.

More than one-third of B2B marketing organizations have been strategically realigned over the past three years.

However, nearly half of the firms surveyed do not take a strategic approach to marketing. While 53% of firms

surveyed have a chief marketing officer, only 13% of those surveyed agreed that senior leaders greatly value

marketing experience, especially in grooming high-potential employees.

As a result, B2B marketers tend to oversee advertising (68%) and public relations (50%) programs, but have much less

responsibility for strategic areas like new market entry (35%), high-level strategy (33%) and customer retention

(28%).

Companies winning market share consistently excelled in three core capabilities. However, these are areas where many

B2B marketers are traditionally weak: market-back product-development process, brand and reputation management,

market-driven pricing. The implications for B2B marketers are straightforward: successfully managing these three

core capabilities will increase the effectiveness of the marketing team and grow business overall, according to the

study.--Tanya Irwin

Copyright DinoDirect Corporation 2014. All rights reserved. See our privacy policy, terms of use, disclaimer and takedown policy.
Sign In submit Submit Apply >> Continue Join Now Add Store To Wishlist Add a new address Back >> Continue checkout Save Cancel Remove/Change Items Add To Cart Shop Now Create Register now Open a Case Start a Live Chat View all < Create An Account Return to Sign in Send Confirmed Application Email Verification Get It GO Enter My iDinor Life! Close Join My Homepage Continue Shopping Share Rewards Accept Accept and Check >> Search Back Close the case Pay Now Cancel Submit Confirm Save Click for more info Write a Review Yes No Reply Sold Out Size Guide Color Guide No thanks Continue Upload Share Rewards Accept and Check >> Search view more Next et Transaction Code >> Confirm Remove Upload Video Upload Images >> Continue checkout Get Free Sample Write a feedback Buy Now OK Start Chat Create An Account No, thanks! Go Remind me 7 days later