thefunnel

Seems like Yes is always the answer, and for pure play on-line companies it’s the obviously true, but is this really the case for B-2-B technology companies? After all, companies don’t exist to have a Web presence, and if the Web is only used as a marketing or sales tool to communicate value (even if it includes e-commerce) then by definition it falls into the category tactical marketing. The various decisions in the Web space or outbound marketing space may strategic in nature, and the Web is probably the best productivity enhancement tool ever, but to the overall business it’s still only a tactic to achieve the revenue, customer service and satisfaction targets, and a tactic is always considered a cost rather than a value builder. So, is there a point for a B-2-B technology business when the Web moves from being tactical and strategic?