×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Jupiter study shows power of marketing

Published on .

New York--Jupiter Research released a report late Wednesday saying b-to-b companies ought to focus as much effort on sales and marketing materials as they do on transactions. The New York-based research company called on companies to develop systems that take information from transactions to suggest additional purchases (cross-sell) and predict future sales opportunities. "Business-to-business players must focus on effectiveness, not just efficiency," said John Katsaros, VP-senior analyst with Jupiter Research. In the report he coins the term "transactionalization," which "takes us beyond the cost savings of a transaction and allows businesses to improve their effectiveness."
Most Popular
In this article: