B2B Marketers Zero In On Customer Experience

Business-to-business (B2B) marketers believe that technology can help them  drive demand, deepen customer relationships, and prove their value to peers. But  to make current technology initiatives pay off, B2B marketers must emphasize  customer data management as they update the systems and processes needed to  transform data into customer knowledge. They must also move beyond tactical  demand generation and align marketing activities with the customer buying cycle.  Improving the online customer experience is a first step, but further  investment, centered on building customer knowledge and uniting marketing,  sales, and customer service to better serve target audiences, must  follow.
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