The analytics capabilities of Web 2.0 set the stage for a major leap in B-to-B marketing ROI, enabling the creation of a continuous improvement process that:

• Demonstrates the value of marketing expenditures.
• Shapes the improvement of individual tactics and programs.
• Provides greater insight into customer behavior.
• Enables marketing planning based on projected results.

None of these achievements are possible, however, unless marketing analytics are integrated into your program, not just at the end, but at every step of the way.