When the new Ingredion brand debuted earlier this summer at the Institute of Food Technologists (IFT) conference, the food ingredient company's exhibit was not your garden-variety marketing effort. The booth featured four separate counters (each with a 42" video monitor), plus a video wall consisting of nine 42" video screens. "It both magnifies our marketing message and acts as a magnet," said Marc Green, director of marketing communications at Ingredion Incorporated, who is a national board member of the BMA.

The BMA has a new offspring. It's called Generation Connected (Gen C), an advisory board that is aiming to get the BMA's message out to younger B2B marketing professionals (under 34 years old).

By Angelo Ponzi

Back in prehistoric times - say, 2007 - we thought an integrated campaign involved developing your ad campaign and sales literature, attending trade shows, sending out press releases and, most important, meeting face-to-face with your prospects. Not anymore. Technology - and, especially, social media - has changed the way B2B marketers conduct business and has started to blur the line between B2B and B2C.

BMA Chicago Chapter Take Me Out to the Ball Game - A Night of Fun with BMA Chicago and the Cubs

8/27/2012 | Chicago, IL

BMA NorCal Chapter Marketing Strategy Roundtable: Driving Results by Connecting Strategy to Execution

8/28/2012 | Palo Alto, CA

BMA Phoenix Chapter 2012 Marketing Technology Summit

8/30/2012 | Scottsdale, AZ

BMA NorCal Chapter Sales Lead Roundtable: Using Lead Funnel Calculators Successfully

9/6/2012 | Palo Alto, CA

BMA St. Louis Chapter Event: How Xerox Uses Multimedia to Engage Business Buyers

9/6/2012 | Clayton, MO

SEE ALL UPCOMING EVENTS> 

Chermside: The benefits to 'disrupt before being disrupted'

Brian Chermside is VP and chief commercial officer of chemicals giant Dow Corning Corp. At the BMA's annual conference earlier this year, Chermside discussed the company's Xiameter brand, an online sales discount channel. He spoke with BMA Buzz about the decision to embrace commoditization and how it's affected the company's sales and marketing strategy.

Nearly half (47%) of small businesses in the B2B field ranked social media as the marketing channel they need the most help with, according to a new report. "Constant Contact Small Business Pulse" found that among those SMBs using social media, Facebook was ranked to be the most effective (59%), followed by LinkedIn (25%) and Twitter (11%). The study, which was conducted online in May, garnered responses from 280 B2B organizations.

Devising a social strategy for direct marketing >

Social ads gather steam with budget increases, ad unit options >

Understanding the customer disruptors that drive churn >
Developing a revenue performance management center of excellence >

Multichannel e-commerce best practices >

How can small businesses elevate their email marketing campaigns through social media? >

Industrial/B2B Research and Strategy Consultant
Geo Strategy Partners, Atlanta, GA

Geo Strategy Partners is a management consulting firm providing market analysis and strategy services to global manufacturers and service firms. We focus on industrial and B2B markets and over 50% of projects are multi-country. Services include full-service b2b research and analysis, strategic positioning and planning, and mergers and acquisitions.

Apply Today at BMA CareerLink