Forrester Marketing Forum 2008 April 7, 2008

Today, marketers face a tough reality: The classic "marketing funnel" is broken. Only 13% of consumers say they buy products because of ads. And more than half of B2B marketers say they struggle to reach decision-makers at customer organizations. As the power of traditional marketing fades, companies must develop a new approach: engagement. Fortunately, marketers have an expanded tool set for engaging customers — from digital innovations that encourage user interaction to social media that turns customers into influencers.