BMA's new chairman says customer is key

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John Favalo will take over as international chairman of the Business Marketing Association at the BMA annual conference in San Jose, Calif., May 10-12.

Favalo is managing partner of Eric Mower & Associates Group B2B, Syracuse, N.Y., and has been serving as vice-chairman of the BMA for the past year.

He has been in business marketing for more than 35 years. Prior to joining EMA, Favalo was president of Sage Marketing Communications, which merged with EMA in 2001.

In an interview with BtoB, Favalo shared his vision for BMA and discusses the challenges facing the industry.

BtoB: What are the most pressing issues for the business marketing industry?

Favalo: We do great work, but as a business marketing community we could always do better.

We need to understand the customer better and understand how our customers want to be communicated with. We need to understand our customers' rational and emotional needs with respect to business purchases, how to get the message to them better and how to value them as customers.

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