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BtoB

Report: Many interactive marketers rely on outmoded approaches

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Cambridge, Mass.—B-to-b companies have invested heavily in interactive marketing in recent years, but in many cases their efforts are hindered by outdated approaches unsuited to a digitally aware customer base, according to a new report from Forrester Research.

Forrester's study,“CORE: The Key to More Effective B2B Interactive Marketing,” cited such legacy approaches as an excessive emphasis on reaching key decision-makers, despite todays purchasing decisions largely being made via a collaboration of multiple stakeholders, and an over-reliance on prospect-mining by sales personnel.

The report also includes a diagnostic test to assesses a company's commitment to custom branding, optimized technology, responsive engagement and an empowered staff—the “CORE” referred to in the report's title.

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