(Length: 18 pages)

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.

TABLE OF CONTENTS

NOTES & RESOURCES

itemB2B Marketers Are Floundering

itemMost B2B Tactics Aren't Very Effective

itemIt's Time To Wake Up To Interactive Marketing

itemFirms Waver On Interactive Spending

itemTime To Stop Dabbling — Commit To Interactive

recommendations

itemIntegration Is The Key To Success

WHAT IT MEANS

itemCustomer Experience Takes Center Stage

itemSupplemental Material

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

itemWhat's In Store For B2B Marketing?

May 22, 2006, Trends

itemMaking B2B Marketing Work

April 15, 2005, Best Practices

itemWhat B2B Marketers Need From Technology

April 8, 2005, Trends

Find Documents In Related Categories
This document falls under the following categories. Click on a link below to find similar documents.
Analyst: Laura Ramos
Technology: Customer Experience, Customer Relationship Management, Design & Usability Processes, Interactive Marketing, Marketing & Advertising, Marketing Measurement, Marketing Organization & Culture, Marketing Planning, Packaged Applications
Industry: Business-To-Business eCommerce, eBusiness/eCommerce
Geography: Asia Pacific, Europe, North America
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