BtoB

GyroHSR/ISBM study finds communicating value is top challenge for marketers

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New York—Effectively quantifying and communicating value will be the top challenge for b-to-b marketers over the next two years, according to a study from GyroHSR, New York, and the Institute for the Study of Business Markets.

The seventh-annual study, “Insights into Action: ISBM B-to-B Marketing Trends 2012,” was based on an online survey of more than 300 b-to-b marketers.

“Business marketers are communicating with people who have very tangible goals and needs, not just faceless business decision-makers,” Rick Segal, worldwide president-chief practice officer at GyroHSR, said in a statement.

The study said that over the next two years marketers should strive to: Better understand customers’ real needs; identify and assess new opportunities for growth; develop closer ties with all stakeholders; capitalize on new growth/emerging markets; balance short-term/long-term requirements; and select the right set of customers for the business.

“This study further underscores the importance of clearly defining the value of their organization’s products or services—or risk losing marketshare to competitors. Businesses that are able to get this right will see brand loyalty and growth from their customers,” Segal said.

The full study can be downloaded at www.isbmtrends.com.

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