• by Erik Sass  @eriksass1, November 12, 2015

ABM is getting a new name, Connectiv, the business-to-business media industry organization revealed at its Business Information & Media Summit. The new moniker is intended to encapsulate the industry org’s shifting mission as new members come on board and B2B media’s business models and priorities change.

The name change is intended to reflect the wider range of businesses represented in Connectiv’s member base, including not only publishers but a range of data, information, and technology providers. The org has added around 60 new members since its merger with the Software Information Industry Association back in 2013 (it subsequently became part of the SIIA’s Content Information Services Division), bringing total membership to over 200 companies.

The Connectiv name also reflects the growing importance of B2B media categories besides traditional publishing, like events and data services.

From 2008 to 2014, B2B print ad revenues declined from 34% of the industry’s total revenues to 24.4%, while over the same period, digital advertising increased from 10.3% to 21% of the total business; data and business information services rose from 5.8% to 10.2%; and events increased from 42.8% to 44.4%.

Connectiv managing director Mike Marchesano stated: “New technologies have implicated every aspect of our operations -- including the platforms for delivering content, what we know about our audiences, and the services demanded by marketing partners. The new name also represents our commitment to serve a broader, connected community of members.”

On that note, Connectiv is also preparing to roll out an array of new products and services for its members.

They include a “Best Practices Roadshow,” which will tour the country beginning next year and an Emerging Leaders Collective engaging younger B2B professionals with an online community and events. In addition, there will be a new Emerging Leader Awards, an Information Industry Innovation Index, tracking progress by information industry companies in adopting new technologies and business models, and new Acceleration Awards recognizing innovative efforts.