"Ability to Gain Insight into Customers' Needs" Seen as Biggest Challenge Facing Business to Business Marketers, According to ISBM

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Leading B-to-B research institution issues top business to business marketing trends through 2010.

The Institute for the Study of Business Markets (ISBM) released the findings of their research into the most significant challenges business-to-business marketers will face through 2010. According to the study, "the ability to gain unique insight into customers' needs," was the most significant challenge facing business-to-business marketers. Additional challenges include:

  •     The ability to identify new opportunities for organic business growth
  •     Building better understanding and tools for the computation of value
  •     Constructing better business-to-business marketing metrics
  •     Competing and growing globally
  •     Developing products, services and business models which counter commoditization
  •     Selling the C-Suite

"This study delivers the most comprehensive research on the latest trends in business-to-business marketing," said Ralph Oliva, executive director for the Institute for the Study of Business Markets. "This research will help to shape the business-to-business marketing agendas of academic research, consulting, and training that drive knowledge, learning and practice in the field."

"Understanding the challenges that lay ahead is one of the most effective ways to gain a competitive advantage in today's business-to-business market," said Rick Segal, chief executive for HSR Business to Business. "The outcomes are significant and will influence the programming and future investments of the business-to-business community in the coming years." HSR Business to Business is supporting ISBM's efforts to make the full study available to all business marketers.

This is the sixth biennial survey of business marketing issues and concerns produced by the ISBM. The study is the largest of its kind and gauged the opinions of academics and practitioners of member corporations within the ISBM network, most of which are Fortune 500 companies, to better understand the critical issues across all business-to-business markets.

To obtain a complete copy of the study, or to obtain more information about having someone from ISBM present the results, please visit http://www.isbmtrends.com.

About ISBM
The Institute for the Study of Business Markets is a research and resource center dedicated to the advancement of business-to-business marketing knowledge and practice, headquartered in the Smeal College of Business at Penn State. The organization is networked with researchers, educators and B-to-B marketing practitioners in companies and universities throughout the world.

About HSR Business to Business
HSR Business to Business Inc. helps industry leaders build and defend premium brands in rapidly commoditizing business markets. The firm is the largest independently owned business-to-business marketing communications agency in the United States. HSR's fully integrated marketing communications offering includes strategy, advertising, interactive, public relations and relationship marketing. HSR has been named "Agency of the Year" six times in the last decade by Advertising Age's BtoB magazine and Business Marketing Association International. The agency's client list includes leading business brands such as USG Corporation, Hobart, Johns Manville, Eclipse Aviation, Makino, Fidelity Investments and Kellogg's. HSR is headquartered in Cincinnati, with regional operations in Chicago and Denver. For more information, visit http://www.hsr.com.

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Rachel Miller
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