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For B2B Marketing Professionals

How To Take B2B Relationships From Indifferent To Engaged

Customers Require A New Approach Online

January 8, 2009


  • By Alan E. Webber
  • with Eric G. Brown,
  • Robert Muhlhausen

Why Read This Report

Business customers are shifting their behavior more toward the Web as a key source of information, engagement, and interaction, and business-to-business (B2B) vendors have failed to keep up. Vendors remain hamstrung by outdated notions of what their customers want and what can and should be done online. To get back in sync with their customers, vendors should focus on: 1) understanding what the customer wants; 2) improving their Web sites; 3) judiciously using Web 2.0 tools to engage with customers; and 4) keeping customers engaged through communities.

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Table of Contents

  • Technology Companies Struggle To Engage Customers Online
  • Why Bother With Online Engagement?
  • Four Steps To Engaging Customers Online

  • Developing A Foundation For Engagement
  • Supplemental Material
  • Related Research Documents