Why B2B Marketing Risks Becoming Obsolete

Air Date: Wednesday, October 29, 2008

Cost: $250

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Presented By:

Who should attend: Technology Product Management & Marketing professionals

Description:

Despite the emergence of new social media and Web 2.0 tools, business-to-business (B2B) market researchers continue to struggle with the digital transformation, to reach decision-makers, generate quality demand, align their activities with sales, and demonstrate marketing's real value to the organization as a whole. Without significant change in processes, discipline, metrics, and execution, B2B market researchers will fade into the background as executives downgrade marketing to a low-value cost center, rather than a strategic source of customer value and innovation.

In a unique opportunity for interactive, leadership and Technology Product Marketing & Management professionals, Rebekah E. Donaldson, president and CEO of Business Communications Group LLC, joins Forrester VP and Principal Analyst, Laura Ramos, to discuss industry pressures at work in B2B marketing and why marketers must adopt more social, community-based approaches or risk obsolescence. Together, Rebekah and Laura explore what B2B market researchers should do to make marketing more strategic and accountable to the business.

Rebekah has been a B2B marketer since 1995. Since 2001, AeA, Allstate, Interactive Intelligence, Surewest, Sutter Health, Qualys, and 50 others have hired her firm for B2B marketing that builds trust and accelerates sales.

Agenda:

• What is the state of B2B marketing, and what factors increase the risk that marketing will become obsolete in B2B, high technology, and services firms?
• What is B2B marketing's biggest challenge in light of these changes?
• What are the five best practices for improving B2B marketing's standing inside the organization?

Related Research:

Inquiry Insights: B2B Marketing, Q3 2008

by Laura Ramos, August 22, 2008

B2B Marketers Fail The Community Marketing Test

by Laura Ramos, May 7, 2008

Technical requirements:

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