B2B interactive marketers' isolated experiments in emerging channels like social media and mobile marketing are often disconnected from bread-and-butter sales support and lead generation efforts. But as business decision-makers turn to digital channels to support decisions throughout the customer life cycle, B2B marketers can no longer afford to create disjointed programs across interactive paid, earned, and owned media. This document shows that marketers must build an interconnected brand ecosystem that flows across the customer life cycle.