April 8, 2005
What B2B Marketers Need From Technology
Customer Data Management Is The Best Place To Start
This is the first document in the "B2B Marketing" series.
by Elana Anderson
with Chris Charron, Jennifer Joseph, Sally M. Cohen
Executive Summary (This is a document excerpt)
Business-to-business (B2B) marketers struggle most to reach decision-makers and measure effectiveness. As a result, they are shifting budget dollars from advertising toward more direct and interactive tactics — supplementing sales forces with higher spending on email, direct mail, and online advertising. They are also very enthusiastic about applying technology to ease their pains. In the next year, more than half will sponsor major technology initiatives to improve the online customer experience and build or expand customer information systems.
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In a joint study with BtoB Magazine, Forrester conducted a survey of 126 business-to-business marketers. In addition, we interviewed over 30 marketing executives from large B2B companies, including FedEx, Hewlett-Packard, Microsoft, Nextel, Pitney Bowes, Sharp Electronics, Verizon, and Wipro Technologies. Related Research Documents
January 13, 2005, Trends
January 6, 2005, Trends
December 30, 2004, Forrester Big Idea
May 7, 2003, IdeaByte |
B2B Firms Struggle To Reach Decision-Makers
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