Internet on way to becoming b-to-b marketers’ most important channel

Orlando, Fla.—The Internet is fast becoming b-to-b marketers’ most important marketing channel, and now trails only the sales force, according to Yuchun Lee, chairman-CEO of Unica Corp., an enterprise marketing management company.

Lee made his comments in a luncheon keynote address Tuesday at the Direct Marketing Association’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.

“Marketers need a better understanding of their customers, and the Internet does that for them,” he said.

Lee said it is important for b-to-b marketers to use that customer information to prepare relevant messages that are welcome.

“Marketing has to be so relevant that it feels like a service to customers,” he said. “That’s a high bar, but it’s necessary.”

He also said marketers need a cross-channel marketing approach in order to target customers from multiple angles.

—Carol Krol