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	August 2, 2006 B2B Marketing Needs A Makeover — Now The New Look: Interactive Marketing And Measurement Technologies by Laura Ramos with Elana Anderson, Chris Charron, Jennifer Joseph	Average: 9  (1 rating)

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Executive Summary

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

• B2B Marketers Are Floundering
• It's Time To Wake Up To Interactive Marketing

RECOMMENDATIONS

• Integration Is The Key To Success

WHAT IT MEANS

• Customer Experience Takes Center Stage
• Supplemental Material
• Related Research Documents

This is an excerpt