Brand Activator/ Branding & Communications

B2B Marketing: An Activated 'Brand'


by Tom Stein
Chief Executive Officer
Stein IAS (Americas)

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Naturally enough, we talk a lot on this blog about Brand Activation as marketing’s ultimate “end state.”

So I do not say this lightly: I believe that B2B marketing is a brand at an extreme point of activation--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 of the Business Marketing Association.

While some have said that B2B marketing is dead or in some other form of actual or notional transmogrification, based on many recent inputs and observations, my feeling is that B2B marketing is kicking some serious ass.

What leads me, in particular, to this assessment is the sheer star power at two events coming up in the next couple of months. Both events are part of the BMA’s 2012 “Go and Grow” global conference series.

On Sept. 27, an event titled “Transformations: Now & Next” will take place in New York. The BMA’s first-ever event in the U.K., “Global B2B Made Crystal Clear,” will be held on Oct. 18 in London.

Between the two events, hundreds of top marketers, thinkers, and provocateurs will turn out to discuss the massive innovations taking place in business marketing.

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, Bloomberg Businessweek,CNBC, Doremus, Eloqua, Forbes, gyro, IASb2b Marketing, IBM, Google, General Electric, LinkedIn, Motorola Solutions, Ricoh, SapientNitro, Siemens, The Wall Street Journal, UBM, and Verizon.

I’d encourage every one of you to check these out. As a booster, I am understandably jazzed. But as an agency leader, I am amazed at the star power, fire power, thought power, innovation power, and brand power--all of which tell me that B2B marketing indeed is activated.

About Tom Stein

The authors of the Brand Activator blog are from Stein IAS, BMA Global Agency of the Year.