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	January 15, 2009 How To Avoid B2B Marketing Obsolescence Community Marketing Transforms The Marketing Role by Laura Ramos with Bradford J. Holmes, Peter Burris, Jaap Favier, Zachary Reiss-Davis	Average: 10  (2 ratings)

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Executive Summary

Business decision-makers are increasingly banding together in online communities to research purchase decisions using peer insights and independent product experts. Business marketer influence is declining at a rapid pace. To remain viable, you must invest in marketing-specific databases to improve insight, automate lead management, integrate digital and traditional channels, and embrace community marketing. Measure and underscore the resulting increases in customer engagement to guarantee a presence at the executive roundtable for years to come.

TABLE OF CONTENTS

• B2B Marketing: Heading For Obsolescence
• Four External Forces Pressure Marketing To Adapt
• Four Ways To Rejuvenate B2B Marketing

RECOMMENDATIONS

• Measure And Communicate To Save Marketing's Hide

WHAT IT MEANS

• Marketing Extends Into Community Management

ALTERNATIVE VIEW

• Sales Automation And Social Activity Marginalize Marketing
• Supplemental Material
• Related Research Documents

This is an excerpt