July 19, 2007

B2B Marketers Dip A Toe Into Emerging Tactics

Further Adoption Hinges On Evidence Of Customer Use And Peer Success

by Laura Ramos

with Julie M. Katz, Brian Haven, Katheryn A. Feffer

Executive Summary (This is a document excerpt)

Business-to-business (B2B) marketers are using interactive tactics to chart new, unfamiliar waters. They are beginning to see how interactive marketing lets them target buyers more precisely, measure results more effectively, and generate additional business. Because they can be more dynamic, interactive tactics touch on buyers' emotions as they educate and persuade them. However, B2B marketers are not completely convinced that emerging channels can generate leads and sales opportunities. They want more evidence — like case studies and proof that buyers pay attention — before moving beyond the experimental stage. Rather than dipping a toe in interactive marketing, Forrester believes that B2B marketers should take the plunge and use online ads, microsites, blogs, and video as part of an integrated marketing mix.

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