MSI/ARF B2B Exchange

Exchange Objectives

The MSI/ARF B2B Exchange aims to foster thought leadership and practical solutions in B2B marketing through shared insights, cutting-edge research, and peer collaboration.

This initiative, launched jointly by the Marketing Science Institute and the Advertising Research Foundation, combines the expertise of leading academics with the experiences of industry practitioners to help members navigate today’s evolving B2B challenges and elevate the impact of B2B marketing strategies. Participants can expect quarterly sessions, facilitated by academics and highlighting industry insights, throughout the year on B2B topics determined by members.

 

Topics of Focus

1. Sales and Marketing Alignment

  • Rethinking the sales funnel, particularly for long B2B sales cycles, with an emphasis on marketing at the top of the funnel and sales at the bottom
  • IntegratingAI tools to identify critical sales events and improve timing and pitch strategies
  • Focusing on metrics and financial outcomes at each stage of the funnel, particularlyleading indicatorsand engagement metrics
  • Maintaining ongoing customer engagement post-sale, and how marketing adds value in long-term relationships

 

2. Content Strategy and B2B Branding

  • The shift towards B2B companies becoming content providers and influencers, using thought leadership to guide the customer journey
  • Balancing brand-building with demand generation, especially in industries with long sales cycles
  • The role of content in an increasingly automated sales process, including the influence of social media, peer reviews, and AI on buyer decisions
  • The evolving importance of B2B branding in a landscape driven by bots and automated content discovery

 

3. Measurement, Attribution, and AI

  • The challenges of measuring and attributing marketing efforts in long and complex sales cycles, and the need for better tools to capture the full picture
  • The role of AI in automating routine tasks (prospect profiling, content customization) and optimizing campaigns
  • Addressing concerns about AI-driven content and buyer fatigue, especially with email outreach and marketing automation

 

4. Customer Success and Relationship Management

  • The growing role of customer success teams in maintaining and deepening long-term client relationships
  • Managing ongoing engagement and relevance with long-term clients, particularly in industries with complex needs
  • Addressing the impact of supply chain resilience on customer relationships and diversification strategies

 

5. SMB vs. Enterprise B2B Marketing

  • Differences in marketing and sales strategies between SMBs and enterprise-level B2B companies, particularly around decision-making processes and sales cycles
  • The role of retail media networks and social media influencers in SMB go-to-market strategies, including livestream shopping platforms (particularly for CPG marketers)
  • Tailoring marketing approaches to address the distinct needs of SMBs versus larger enterprises, with a focus on group decision-making and digital tools

 

Purpose and Objectives 

  • Knowledge Sharing: Facilitate the exchange of ideas, best practices, and case studies across industries.
  • Insights and Research: Provide access to leading research on emerging trends, technologies, and methodologies in B2B marketing.
  • Focused Discussions: Address B2B-specific topics such as sales and marketing alignment; content strategy and B2B branding; measurement, attribution, and AI; customer success and relationship management; and SMB vs. enterprise B2B marketing
  • Networking and Collaboration: Build a community to share experiences, address common challenges, and ideate new approaches.

 

Structure and Approach

  • Quarterly Insights Exchanges: Each quarter, members will gather to discuss a specific B2B marketing topic with each other and academic experts.
  • Expert Facilitation: Sessions will be led by an academic expert, ensuring discussions are grounded in research and aligned with the latest advancements in the field.
  • Interactive Format: Meetings will blend academic insights with practical perspectives, allowing participants to share experiences and learn from one another.

 

Who Should Participate

  • B2B Marketing Companies: Organizations dedicated to serving other businesses, seeking strategies and actionable insights.
  • B2B Teams in Consumer-Focused Companies: Divisions of consumer-facing brands looking to optimize B2B marketing efforts within broader organizational goals.

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