B2B e-marketing: Time for B2B marketers to embrace interactive media?

In this Forrester article ("B2B Marketing Needs A Makeover — Now", 2nd August 2006), the author argues that most conventional B2B tactics are not working well, and B2B marketers should look towards interactive media going forward (in other words, adopt e-marketing). It was suggested that "[i]nteractive marketing offers timelier, more intimate, and more cost-effective results because online media let marketers speak to buyers directly and monitor their activities accordingly."

It appears from the survey conducted that B2B marketers agree with her - most agree that spending on interactive or e-marketing should be increased (see image below).