Trends Report

How To Avoid B2B Marketing Obsolescence

Community Marketing Transforms The Marketing Role

January 15th, 2009
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Bradford Holmes , Peter Burris , Jaap Favier , Zachary Reiss-Davis

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.

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