Website, social media, or maybe rather analog letters and circulars? For effective and efficient customer management at B2B enterprises, a fine-tuning of all relevant contact points is becoming more and more important. Successful implementation requires accurately measuring relevance and interdependencies for each touchpoint. Furthermore they must be examined in relation to the respective contact costs. In their article in Research & Results, our experts Ludger Rolfes and Angela Hoffmann explain in great detail how to do this.