August 2, 2006
B2B Marketing Needs A Makeover — Now
The New Look: Interactive Marketing And Measurement Technologies
This is the first document in the "B2B Marketing Effectiveness" series.
by Laura Ramos
with Elana Anderson, Chris Charron, Jennifer Joseph
Executive Summary (This is a document excerpt)
Business marketers cling to marketing tactics that they admit fail to work as well as they would like. It's time to leave these outmoded methods behind, embrace interactive media, address prospects directly, and measure the impact of marketing on revenue and market share. By moving their marketing online, business-to-business (B2B) marketers will evolve from tactical demand generation to strategic ownership of the customer relationship, and they will regain their rightful place as the corporate head of customer experience, knowledge, and influence.
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recommendations
WHAT IT MEANS
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Forrester conducted a survey of 569 B2B marketing professionals ranging from firms with less than $20 million in annual revenue to firms with more than $5 billion. Related Research Documents
May 22, 2006, Trends April 15, 2005, Best Practices
April 8, 2005, Trends |
B2B Marketers Are Floundering
Most B2B Tactics Aren't Very EffectiveFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
Original air date: Monday, May 18, 2009
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