[Posted by Alexis Karlin
Digital Marketing Specialist, Neolane, Inc.]

I recently had the pleasure of joining a teleconference hosted by Andre Pino, a principal analyst at Forrester, titled, “2011 Demand Management Budgets: Balancing Spending Optimism with Investment Optimization.” During the session, Andre discussed the shift in how B2B technology marketers interact with prospects and customers, the greatest weaknesses of today’s technology marketing programs and marketing budgets for 2011.

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The following is an excerpt from “Customer lifetime value: How to target your customer intimacy,” a whitepaper by Jack Springman, head of the Corporate Advisory Group of consultancy Business & Decision.

Growing existing business-to-business customer relationships is often seen as an easy way to generate additional revenue and profits. Managers perceive that winning the first piece of business is the hard part and that existing relationships provide a platform on which the sales team can build.

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