Executive Summary (This is a document excerpt)

Business-to-business (B2B) marketers believe that technology can help them drive demand, deepen customer relationships, and prove their value to peers. But to make current technology initiatives pay off, B2B marketers must emphasize customer data management as they update the systems and processes needed to transform data into customer knowledge. They must also move beyond tactical demand generation and align marketing activities with the customer buying cycle. Improving the online customer experience is a first step, but further investment, centered on building customer knowledge and uniting marketing, sales, and customer service to better serve target audiences, must follow.

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