Session Information
DMA06 Conference and Exhibition
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B-to-I: What is it, Why it Matters and How to Approach it
Track
:
List/Database
Program Code:
F463
Date:
Tuesday, October 17, 2006
Time:
11:15 AM to 12:15 PM
Location:
131
SPEAKER
:
Mary English, Director of Strategic, Alliances MCH
Description
The institutions market (e.g.,education, healthcare, religion,and local government) is closeto 24% of the GDP, but many B-to-B marketers don't understand it, and market to it incorrectly. This session will explain why it's different and how to capitalize on the differences through smart targeting.
LEARNING POINTS:
- Spell out the advantages and disadvantages of a traditional SIC approach in relation to institutions
- Detail who (by job titles) is making purchasing decisions in these markets
- Discuss the laws and trends that impact spending in these markets
LEARNING POINTS:
- Spell out the advantages and disadvantages of a traditional SIC approach in relation to institutions
- Detail who (by job titles) is making purchasing decisions in these markets
- Discuss the laws and trends that impact spending in these markets
Handout Online
