by Alex Palmer | October 31, 2013

The FORUM: Business Results Through People has been tapped to serve as the research arm of the Business Marketing Association (BMA). The business-to-business (b2b) marketing association describes the partnership with the research organization as intended to help bolster its education and training offerings to its members.


The FORUM and BMA will work together to develop new research that can be used by the association’s members, who are b2b marketers. Two FORUM trustees, who will be appointed by the BMA’s International Board of Directors, will oversee the research projects. They are Michelle M. Smith, vice president of business development for O.C. Tanner, who is taking on the role of vice president of research, while Rick Blabolil, president of Marketing Innovators, is joining as director.


“We are thrilled to be working with the BMA,” Smith said in a statement.  “Given the association’s exclusive focus on b2b issues and their strong ties in the global business community, BMA is an exceptional partner for the FORUM.”


As for FORUM’s own leadership, Frank Mulhern, Associate Dean of Northwestern University’s Medill Graduate School of Integrated Marketing Communications will continue to serve as the organization’s academic director and principal researcher.


Kathy Button Bell, 2013-14 BMA chair and vice president, and chief marketing officer of Emerson, emphasized that the new research partnership would help members make decisions about best practices and shaping their marketing campaigns.


“By aligning ourselves with the FORUM, we are on track to provide pertinent and relevant content that will help the BMA membership make better choices in the rapidly changing world of b2b marketing,” said Button Bell, in a statement. “Developing a Research Committee in collaboration with the FORUM team and their proven content strategy platform ensures that BMA will continue to provide the resources that will help b2b marketers grow in their chosen industry while helping them keep ahead of the constantly changing b2b environment.”