ANA, ABM, Booz & Company join forces to conduct B-To-B Research study.

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.

For more information at http://www.ana.net>