Collateral Damage: Why B2B Marketers Need to Stop Writing Brochures and Get Customers Talking—An Interview with Larry Weber
Author:
Chris Koch
Date Published:
March 2008
Ref. Number:
V0038
Pages:
5
Description:
Key Takeaways
B2B marketers must segment customers by their interests and create communities where they can discuss your products and services.
Marketers must allow customers to give both good and bad feedback and engage with that feedback openly and honestly.
Successful customer communities provide a much better return on investment than traditional advertising.
Customers will demand more visual and interactive marketing programs.
Larry Weber is outspoken about the impact of the Web on the world in general and on marketers in particular. Drawing upon his early introduction to the Web and his experience building a number of interactive marketing agencies since his Weber Shandwick/Interpublic Group days, Weber outlines how marketers must reinvent themselves and their discipline in this Viewpoint.
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