Roundarch Senior Management Outlines the Value of Digital Marketing to Revolutionize B2B

Jeff Maling, president and chief experience officer


Hendrik Kleinsmiede, senior vice president, user experience


B2B has long been an afterthought when it comes to digital marketing. Yet while consumer digital marketing still gains the lion’s share of attention, a quiet revolution is occurring in the business-to-business space. B2B marketers, who historically have relied on offline processes and large sales forces, are increasingly fueling growth while reducing the cost of sales with digital.

Until recently, the typical B2B company viewed a Web site as a necessary evil, believing that the real action happened when the customer (or sales person) picked up the phone and initiated contact. Although facilitating contact remains central to digital marketing, B2B companies are recognizing the Web channel as a strategic asset that can support the process from awareness through post-sales servicing. To achieve this goal, B2B organizations must undertake the mammoth task of translating the entire traditional sales process for the digital realm, both from the organization’s and customer’s perspective.

Read the full article here.

More News

| 7th May 2021

Are You Ready for Social Audio?

In a Covid-19 era that has effectively quashed the spontaneous conversations that used to bloom in cubicle land, social audio apps have flourished.

| 4th May 2021

How and Why Streaming Services Are Embracing Purpose

After enjoying a year of explosive growth during the rise of the stay-at-home economy, streaming services are not just ramping up content but also embracing purpose, especially diversity and inclusion.

| 30th Apr 2021

2021: The Year of Brand Consistency, Efficiency and Agility

Dentsu's latest report uncovers insights from 200 global marketers who shared their priorities and their plans for the future.