The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

2. Strategy and Evaluation

The chapters that follow describe several marketing technologies, how they are used, and best practices. Before we begin, we must ask, “Why has technology become part of the marketing function?” One important reason is that most marketing platforms today are available over the Internet in the form of Software as a Service (SaaS). As such, these cloud-based technologies are considered an operating expense under the marketing budget instead of a capital expense under the IT budget. This simple change in accounting shifts the responsibility from IT to marketing.

Let’s be clear about one thing: It’s not a question of marketing ...