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

| 23rd Sep 2020

DTC as an Experience: Lessons Learned from the Spirits Industry

Like many industries, the spirits category has seen a rise in direct-to-consumer (DTC) sales as the COVID-19 pandemic affects on-premise consumption.

| 22nd Sep 2020

Google’s Firebase – Everything You Need to Know

If you’re working in the cloud computing space, you are likely familiar with or considered using AWS and/or Azure (Amazon’s and Microsoft’s cloud platforms respectively).

| 15th Sep 2020

Pivot Planning Takes Flight

Pivot Planning is increasingly shaping the business agenda in 2020.