Chicago—More than 160 marketers met in Chicago Thursday at the Business Marketing Association’s annual show to discuss the value that marketing brings to organizations. Attendance was up about 20% over last year’s show, which was held in Broomfield, Colo.
Kirby Strickland, president of Strickland & Co. Advertising, took over as international chairman of the BMA, succeeding Mike Hensley, exec VP-director of integrated marketing communications at HSR Business to Business.
In opening comments at the conference, Hensley said senior managers are increasingly calling on marketers to show the value of marketing to the organization.
"Business marketers need to respond to this challenge," Hensley said, "to show how marketing can be relevant to the organizational goals and [how it] can be measured."
At the show, marketers and consultants presented case studies and strategies that showed how b-to-b marketers can demonstrate marketing’s value to the C-suite.
Speakers included Kathy Button Bell, CMO at Emerson; Keith Pigues, VP-marketing at CEMEX USA; Teresa Poggenpohl, director-global advertising and brand management at Accenture; and Diane Primo, VP-CMO at CDW Corp.
The BMA presented the 2005 William A. Marsteller Marketing Leadership Award to Anne Toulouse, VP-communications at Boeing Co. The G.D. Crain Jr. Award was given to Mary Louise Nemeth, who had a 40-year publishing career, including 24 years as co-owner and marketing manager at Huebner Publications. She is now retired.