For Marketing & Advertising Professionals

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	April 8, 2005 What B2B Marketers Need From Technology Customer Data Management Is The Best Place To Start by Elana Anderson with Chris Charron, Jennifer Joseph, Sally M. Cohen

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Executive Summary

Business-to-business (B2B) marketers struggle most to reach decision-makers and measure effectiveness. As a result, they are shifting budget dollars from advertising toward more direct and interactive tactics — supplementing sales forces with higher spending on email, direct mail, and online advertising. They are also very enthusiastic about applying technology to ease their pains. In the next year, more than half will sponsor major technology initiatives to improve the online customer experience and build or expand customer information systems.

TABLE OF CONTENTS

• B2B Firms Struggle To Reach Decision-Makers
• Tech Followers Try To Run Before They Walk
• Supplemental Material
• Related Research Documents

This is an excerpt

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