IDC CMO Advisory Best Practices Series: B-to-B Online and Interactive Marketing ... Cutting Through the Hype

Table of Contents

• Table of Contents
• IDC Opinion
• In This Study
• Situation Overview
• Figure: Technology Companies' Online and Interactive Marketing Spending Share of Marketing Budget by Company Revenue
• Figure: Technology Companies' Online and Interactive Program Spending Share by Program Area
• Figure: New Online and Interactive Marketing Initiatives for 2008
  • Organizational Structure and Roles and Responsibilities
  • Figure: Centralization/Budget Control Strategy for Online and Interactive Marketing Program and Web Program Spending
  • Integration of Online and Offline Marketing Strategies
    • Best Practice: The Role of the Interactive Marketing Manager and the Virtual Relationship Manager (IBM)
  • Online Communities - Enabling Success
    • Best Practice: Community Resource Centers (BearingPoint)
    • Figure: BearingPoint' s Community Resource Center - MIKE2.0
    • Best Practice: Open Port IT (Intel)
    • Figure: Intel' s Open Port Community Site
    • Best Practice: Contact Center Insights Sitelet (Avaya)
  • Online and Interactive Marketing for Enhancement of the Buying Process
    • Best Practice: Blade Answer Center (HP)
    • Figure: Emerging Practices at HP - Leveraging Interactive Marketing for Engagement, Nurturing, and Subsequent Lead Generation
    • Best Practice: Virtual Executive Briefing Center (Avaya)
    • Figure: Avaya' s Executive Briefing Center
  • Performance Measurement of Online and Interactive Marketing Activities
    • Best Practice: Integrated Measurement and Tracking System (EMC)
    • Best Practice: Ongoing Research and Measurement (Adobe)
    • Figure: Adobe' s Acrobat 8 Microsite
• Future Outlook
• Essential Guidance
• Learn More
  • Related Research
  • Synopsis