B2B Marketing: The Challenges & Opportunities in the Digital Realm
from Massachusetts Innovation & Technology Exchange (MITX)
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Friday, November 21, 2008, 8:00am - 10:00am
As the economy tightens, all companies are looking for more efficient and cost-effective means of generating leads and driving business. Digital channels often fit the bill, thanks to their targeted opportunities and measurability. Yet online efforts in the B2B space are often different than those for B2C.
B2B digital marketing must support longer sales cycles and conversion metrics that aren't always as simple as on online shopping cart checkout. What are the current trends in design, development and measurement of online B2B marketing? How do companies effectively reach a B2B audience, and what can they learn from B2C? A panel of B2B marketing experts, practitioners, agencies and industry analysts will discuss the latest trends, unique challenges, and relevant case studies in online B2B marketing.
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