Marchesano: B-to-B Publishers Must Think Outside the Box
Addressing an audience of 350 of his peers in Scottsdale, Arizona, during ABM’s three-day Spring Meeting held at the Fairmont Scottsdale Princess May 7-10, Marchesano, in his first speech as chairman, spoke about the changing b-to-b model, of which print is just one component. "We are truly at a crossroads," Marchesano said earlier this week. "We must choose to go down new and unchartered roads."
Marchesano encouraged b-to-b managers to be stewards of their brands and learn to reinvent themselves on the fly. And b-to-b publishers should try new outlets, including online, mobile and face-to-face events, to reach their customers. It was message repeated throughout meeting.
Marchesano said trade shows and conferences should be used to bring buyers and sellers together, and that publishers should strengthen their online offerings with streaming video, podcasts, and blogs. He also said that magazines and bloggers should work together, rather than against each other. "Citizen journalism is becoming reality," Marchesano said. "It’s no longer a blip on the radar screen."
Finally, Marchesano said b-to-b publishers should embrace technology as a way to reach out to a changing global audience that includes the ever-fickle Gen-Y. "Gen-Y is a powerful change agent, where the cell phone is the first screen of choice," he said, adding, "We need to take a page out of Google’s book, refine it and do it better. It’s our job to be the first link from search engine to site."