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.

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