Summary
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 Vendors remain hamstrung by outdated notions of what their customers want and what can and should be done online.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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