Top trends of the past decade


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As the world has become increasingly interconnected and the demand for U.S. products has soared, b-to-b marketers have aggressively entered new markets around the globe.

GE, for example, now generates more than half its $157 billion in annual revenue from outside the U.S., with a particular emphasis on emerging markets such as China, India and Southeast Asia.

As marketers have expanded globally, they have turned to their agency partners to help them reach new global markets.

"The pace of globalization over the past 10 years has been awe-inspiring," GyroHSR's Segal said. "I would not have imagined 10 years ago that we'd be providing services on such a global scale."

Last year, HSR Business to Business, Cincinnati, merged with London-based Gyro International, creating GyroHSR, a global agency with 19 offices in nine countries.

Other agencies have also expanded their global services to meet the needs of clients that are marketing to international audiences.

Carl Anderson, CEO of b-to-b agency Doremus, which has offices in London, Hong Kong and Frankfurt, Germany, said, "Today, the world continues to get smaller by virtue of technology and the digital age in which we live. As such, clients need to have partners that can ensure that their marketing communications programs have continuity and consistency across all regions of the world, while remaining sensitive to the local market culture and mores."

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