Welcome to B2B Syndicate
Business to business media traditionally provided premium content to professional audiences, and made the majority of revenue (and profit) from their ability to provide access for business brands through advertising and other ways to engage directly with business decision makers, often within specific verticals. Marketers looking to market to professionals for branding, awareness and lead generation were dependent on professional media owners for access to support marketing communications with their industry, clients and prospects.
The marketing mix has shifted dramatically for B2B brands, driven in part by changes in media consumption. Hastened by the recession, B2B marketers have shifted increasing levels of budgets from expensive offline tactics to more measurable and ROI-driven channels. Indeed B2B spending on interactive marketing is estimated to double in the next five years, from $2.9 billion in 2011 to $5.7 billion in 2016, according to Forrester Research's “B2B US Interactive Marketing Forecast, 2011-2016.”
B2B marketers continue to need to reach specific (and elusive) purchase decision makers with complex and long buying cycle, and multiple influencers. However they are no longer reliant for ‘access’ from media owners alone, with multiple opportunities to connect more directly through earned and owned media, including branded content. B2B brands are also increasingly using tools and process borrowed from consumer marketing to enable more direct communication with prospects and those influencing decisions. While high-value content, context and audience from professional media owners remains valuable, the performance of advertising is measured at least in part by the ability to drive engagement with earned and owned media, and is only part of a greatly expanded mix of integrated marketing services, data and business intelligence.
This transformation is redefining the industry, as well as the relationship between B2B brands, their agencies, and media owners. B2B Syndicate provides a global platform focused specifically on B2B to support professionals in B2B marketing and media, including:
- A community of B2B marketing and media professionals from B2B brands, specialist agencies, consultants and B2B media owners.
- A platform for thought-leadership from B2B expert practitioners to share best practice/case studies, to network and engage/interact with other professionals in a closed community
- A thought-leadership and professional development program providing training and accreditation
- A consulting and advisory business devoted to international B2B media, marketing and brands, providing practical research, data and intelligence, with strategic advisory and practical support for B2B media owners, consultants/agencies, and B2b brands