Editor's letter

Annette Fernandes-Poyser, Executive Director of BBN

A little about Giraffes

We love Giraffes. Giraffes evolved seven to eight million years ago (that's a long time!) and are the tallest mammals on earth. Their extreme height and long flexible neck allow them to eat food located much higher than other animals can reach, and it gives them the ability to get a bird’s eye view of all it surveys – while staying firmly planted on the ground. They are very efficient animals as Giraffes only need to drink once every few days, most of their water comes from all the plants they eat. They just need 5 to 30 minutes of sleep in a 24-hour period, and NASA has even researched the blood vessels in giraffe legs to get inspiration for human space suits. Giraffes are also very social animals and roam around in groups called towers, collaborating in this manner helps keep predators away.

A little about BBN

So what has a Giraffe got to do with anything? Well, we think we share some similar traits to our tall maginficant friend the Giraffe... BBN has been in the B2B marketing business for a very long time, so you could say we're considered experts on the subject. Since 1987, although the fundamentals remain unchanged, we have kept a Giraffe's eye view of the changes in B2B marketing strategies and execution methods, and we believe the next generation of B2B marketing is all about collaboration and flexibility to remain innovative and adaptable. By collaborating with our global partners, we continuously innovate and have created the world’s only truly integrated B2B marketing toolkit, and we are convinced that sharing our expertise and knowledge with B2B marketers inside and outside our organisation will strengthen the outcome and prepare us all for the future.

So in this issue of Buzz Magazine we talk about the key areas we feel marketers need to tackle the next generation of B2B marketing. The benefits of collaboration and long-term partnerships; the tools and attitude you need to overcome the challenges of marketing on a global scale; the ability not to get carried away with technology as a solution but see it as an enabler. And, finally in today’s environment, what we believe B2B CMO’s are looking for in an agency partner.

We would love to hear your opinion too. So please feel free to contact us and provide comment or feedback on any of the articles you read in this issue of Buzz.