Making B2B Marketing Work |
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September 17, 2009 Cambridge, Mass.
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Social media, Web 2.0, and other technology changes make reaching decision-makers and measuring marketing's impact on business more challenging. Successful B2B marketing professionals set their social media strategies by understanding how prospects buy, whether they interact with Web 2.0 applications to do so, and by selecting campaign objectives that meet both company and community needs.
Top marketers combine lead management best practices with interactive channels to transform the human-intensive sales process to one that is more digital, measurable, and productive. By shifting their dollars to more direct and interactive tactics like email, direct mail, and online events they increase prospect engagement and deliver more qualified leads to sales. Aggressive adoption of quantitative methods to measure marketing activities also helps as they close the long-standing gap between marketing and sales.
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