Lee made his comments in a luncheon keynote address Tuesday at the Direct Marketing Associationâ€™s B-to-B Marketing Conference. He said the Internet gives marketers the opportunity to understand customers better by analyzing online data and user behavior.
â€śMarketers need a better understanding of their customers, and the Internet does that for them,â€ť he said.
Lee said it is important for b-to-b marketers to use that customer information to prepare relevant messages that are welcome.
â€śMarketing has to be so relevant that it feels like a service to customers,â€ť he said. â€śThatâ€™s a high bar, but itâ€™s necessary.â€ť
He also said marketers need a cross-channel marketing approach in order to target customers from multiple angles.