B-to-B Marketing Day focuses on branding, ROI

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New York—The need to embrace the systemic change in b-to-b media was the overarching theme of the third annual B-to-B Marketing Day here last week. The event was attended by about 100 marketers, ad agency representatives and b-to-b media executives.

The recent ad slump created permanent changes in the way clients view advertising, said BtoB Editor Ellis Booker, the opening presenter. "One of the biggest changes is the demand for ROI," he said. "Interest in lead generation is pushing out long-range branding efforts."

Yet speakers from Tyco International, CMP Media and mOne Worldwide—representing advertisers, media and agencies, respectively—offered case studies in which lifting brand awareness was critical and the effectiveness of branding programs was documented. Jim Harman, who helped rebuild Tyco International’s tarnished reputation as VP-advertising and branding, said that a company’s "image and reputation is one of the most valuable tools we have as marketers today."

B-to-B Marketing Day is a collaboration between American Business Media, the Business Marketing Association, the American Association of Advertising Agencies, the Association of National Advertisers, the American Advertising Federation and BtoB.

—Marie Griffin

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