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B2B Marketing: Making the Internet Integral in a Cross-Channel WorldPublished by: eMarketer Published: Jul. 1, 2005 - 28 Pages Table of ContentsDue to the brevity and/or format of this report, a detailed Table of Contents is not available. AbstractIn the B2B realm, online marketing has traditionally consisted of pulling in new prospects and pushing the brand. As a rule, the online efforts have not supplanted established marketing, but supplemented it. That approach is subtly but surely changing, however, as many marketers move toward more integrated models. Large Enterprises, SMBs, Direct Marketers, Advertising Agencies, Search Portals and B2B Content Sites. The B2B Marketing report analyzes the rapidly changing environment that online business-to-business marketers deal with every day. The pivotal objectives for business marketers are also their core challengesÑgenerating leads, building the brand and measuring effectiveness. Whether the target audiences are consumers or businesspeople, marketing is marketing. The key differences between consumer marketing and B2B marketing are that business targets are harder to segment, they typically need far more details about a company's products or services prior to purchase and they usually take a longer time to reach a purchasing decision. Another key difference is that far more B2B purchases are finalized offline. While the Internet is an effective tool for establishing and maintaining contacts, it is less critical for actual selling. In a survey sponsored by the CMO Council, BtoB Magazine, and USA Today, the vast majority of B2B marketers said digital marketing was most valuable as a lead-generating tool. Other issues that are important to B2B marketers are Web site traffic generation, customer education, content distribution and partner/channel education. All are becoming critical components of a solid and well-integrated B2B marketing program. Get Full Details About This Report >> |
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