The document discusses the need for relationship marketing 2.0 strategies for B2B marketing. It outlines key challenges such as generating qualified leads and using multi-channel approaches. It proposes a relationship marketing 2.0 model that focuses on understanding audiences, permission-based marketing, ongoing value-based communications, and turning prospects into buyers through nurturing. An example case study shows how developing thought leadership campaigns around specific themes helped grow a company's qualified lead base over 300% and increase webinar attendance.

1. Relationship Marketing 2.0: The Strategy Imperative for B2B Marketing Client Acquisition Success Henry Bruce, President The Rock Annand Group October 30, 2008 +

4. RA Clients: Software & Services From Start-ups to Established Players

16. RM 2.0 Fundamentals: Establish Lead Management Platform Telemarketing Online Marketing Direct Mail Web site Email Trade Shows Sources Database (CRM System) Targeted Communications & Qualification Lead Evaluation & Scoring – How sales ready? Sales External Partners/Sellers Automated Ongoing Communications Sales Ready (Yes) Not Sales Ready (Maybe) Lead Gen & Management Relationship Management Drive to Buy/Refer Build Relationships Influencers/Buyers Source: Forrester, Aberdeen Group, Sirius Decisions