The hype around social media as conversation has become deafening. Much of the hyperbole comes from agencies and consultants who have seized upon social media as the next wave; their motivation is self-serving, of course. Promoting their credentials as social media experts enables them
Entries Tagged as 'B2B marketing'
But Where’s the Conversation?
October 21st, 2009 · 1 Comment · Social Media for Business
Tags: B2B marketing·blogging·conversational marketing·personal branding·social media
Social Media Goes Mainstream
April 20th, 2009 · 3 Comments · Marketing, Social Media for Business
You know that fads have become mainstream when everybody is doing it. Or when it starts to be required as a part of people’s jobs. Or when everybody is talking about it. This weekend I encountered two instances of the “mainstreaming” of social media for B2B business purposes. Thou Shalt Blog or Twitter One of my […]
Tags: B2B marketing·social media
Marketing 2.0: How To
April 2nd, 2009 · 2 Comments · Bookshelf, Marketing
Finally there’s a practical resource for people who want the best of both worlds: what’s worth keeping from traditional marketing, combined with the benefits of the emerging Marketing 2.0 toolkit. Thanks to IBM’s Sandy Carter, there’s now a great resource for B2B marketing strategists and practitioners, The New Language of Marketing 2.0. I definitely recommend it.
Social Media Marketing, Enterprise Style
March 18th, 2009 · 2 Comments · Marketing, Social Media for Business, Tools & Technology
After wrestling with taxes and Schedule C arcana, it’s a relief to blog. (I’m sure the IRS would prefer my creative energies go elsewhere…!) While working with a client on initial strategies for social media marketing, I keep being reminded of how much murkier the B2B social media landscape is. Almost all the pundits you […]
Should the Medium Be the Message?
March 16th, 2009 · Comments Off · Marketing, Social Media for Business
Some of my B2B clients are starting to encourage blogging by their employees. Corporate guidelines, such as do’s and don’ts, are amply provided. Ironically, corporate blogging guidelines are often provided via Word documents, instead of an internal blog that might be better at encouraging discussion or addressing employees’ questions. It seems to me that these […]
Tags: B2B marketing·blogging
B2B Marketing Obsolete?">Is B2B Marketing Obsolete?
February 4th, 2009 · 1 Comment · Back to Basics, Marketing
As companies bleed revenues, profits and jobs, it’s ironic that people are debating the death of B2B marketing or its obsolescence. And yet I’ve been in several conversations over the past week on this topic. I think a better framing for the conversation, rather than death or obsolescence, is B2B marketing’s strategic relevance and value contribution […]
Tags: B2B marketing·strategic marketing·voice of the customer·word of mouth
Conflicts Looming? Personal Brands versus Corporate
January 9th, 2009 · Comments Off · Marketing, Social Media for Business
If you’ve read the Cluetrain Manifesto, you know that blogging originated from people’s burning desire to let their authentic voice be heard. Early bloggers were reacting against the watered-down, politically correct messages they were reading in the public media or writing for their employers. I’m now starting to run into clients who want their employees […]
Tags: B2B marketing·blogging·brand