To reinforce its vision of delivering relevant content, studies and research to help business-to-business (b2b) marketers advance their education and improve their skills, the Business Marketing Association (BMA) has announced a strategic alliance with the FORUM: Business Results Through People.
The FORUM: Business Results Through People is dedicated to thought leadership, advocating that the most effective way business leaders can create and sustain organizational value is through their partnership with people. The FORUM promotes a people-centered leadership approach by: providing relevant, provocative, and actionable academic and b2b marketing research; creating a platform for b2b leaders to dialog, network and benchmark practices; delivering ideas for practical action and experimentation; and, building and supporting a community of champions for people-centered, b2b leadership.
This partnership will cultivate new research that will be developed and completed in collaboration with the FORUM and BMA.
Research projects will be guided by two FORUM trustees, who have been appointed to the BMA Board of Directors. Michelle M. Smith, VP, Business Development of O.C. Tanner will serve as VP, Research and Rick Blabolil, President of Marketing Innovators will serve as a Director. Dr. Frank Mulhern, Associate Dean of Northwestern University’s Medill Graduate School of Integrated Marketing Communications will continue to serve as the FORUM’s Academic Director and principal researcher.
Smith and Blabolil will create and lead a Research Committee for BMA, which will include access to FORUM assets as well as integration into FORUM’s existing network of academic researchers and supporting strategic partners. This committee will oversee funding, development and distribution of new BMA research. The FORUM trustees will also work closely with the BMA Board of Directors to craft BMA’s research strategy and agenda, which will complement the association’s growing content strategy platform. FORUM research will align with BMA’s leadership platform and will include re-purposing current FORUM content for BMA’s use.
According to Kathy Button Bell, 2013-14 BMA Chair and Vice President, Chief Marketing Officer, Emerson, the relationship with the FORUM aligns with BMA’s overall vision of improving service to BMA members and chapters.
“By aligning ourselves with the FORUM, we are on track to provide pertinent and relevant content that will help the BMA membership make better choices in the rapidly changing world of b2b marketing,” says Button Bell. “Developing a Research Committee in collaboration with the FORUM team and their proven content strategy platform ensures that BMA will continue to provide the resources that will help b2b marketers grow in their chosen industry while helping them keep ahead of the constantly changing b2b environment.”
In addition to producing new research, the FORUM has an existing library of proprietary research on integrated marketing, branding, leadership, employee and customer engagement to share with BMA members.
“We are thrilled to be working with the BMA,” Smith says. “Given the association’s exclusive focus on b2b issues and their strong ties in the global business community, BMA is an exceptional partner for the FORUM, and we look forward to accomplishing great things together that will benefit both BMA’s members and the industry at large.”