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Trade associations and professional bodies
News Release from: Direct Marketing Association
Edited by the Marketingservicestalk Editorial
Team on 02 May 2008
Marketers must drive up B2B standards
Marketers should be doing more to raise the profile and standards of B2B marketing among the wider business community, according to the B2B Best Practice Alliance.
Since its launch last month, the B2B Best Practice Alliance has proved to be a great success with its web portal attracting visitors from across the globe However, the alliance is calling on more marketers to spread the best practice word among the wider business community with the aim of boosting the profile and standard of B2B marketing and communications
This article was originally published on Marketingservicestalk on 26 Jun 2007 at 8.00am (UK)
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The initiative, involving seven trade associations, provides a comprehensive set of best practice guidelines and professional advice through a single web-based source, www.b2balliance.info, free of charge.
Steve Dyer, chair of the B2B Alliance, said: "The tremendous response to our initiative shows that there is a real need for sound guidelines and advice in the B2B sphere.
"It's therefore vital that marketers embrace best practice to present B2B marketing in its best possible light".
In light of the changing business environment, the alliance makes best practice guidelines, previously only available to trade association members, freely available to all.
This has proved particularly useful to many SMEs carrying out B2B marketing in house.
The Alliance covers 12 distinct areas of B2B marketing.
It initially involves the Internet Advertising Bureau (IAB); the British Promotional Merchandise Association (BPMA); the Institute of Direct Marketing (IDM); the Association of Business-to-Business Agencies (ABBA); the Institute of Sales Promotion (ISP); and The Market Research Society (MRS) as well as eight DMA councils.
The initiative is jointly funded by all participating trade associations in proportion to the content contributed.
It is expected that the dialogue cemented by this initiative will continue into other areas and that more associations will join the Alliance.
The eight DMA councils involved in the initiative comprise the Contact Centres and Telemarketing Council; the Field Marketing Council; the Agencies Council; the Email Marketing Council; the Mailing Houses Council; the Data Council; the Inserts Council; and the Fulfilment and Response Council.
"As the organisations which are held accountable for their industry sectors, it is vital that trade associations act to promote best practice", said Dyer.
"Such co-operation across a series of marketing disciplines and trade associations presents a fantastic opportunity for businesses to harness the power of B2B marketing more effectively".
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