To emphasize the role of technology in marketing, I highlight five best practices from five different companies. I chose these best practices because of the areas they represent:
Incrementally leverage technology that every company has today—a Web site. IBM’s Online Chat takes advantage of one area that most companies have today, a Web presence, and incrementally takes it to the next level in a business-to-business (B2B) setting.
Leverage technology to gain leads through the sales cycle. IBM’s eNurturing achieves this goal by leveraging technology to foster leads through their progression.
Use customer-centric commerce. Customer-centric commerce translates into different ...