Kerisma

“Social media and community marketing will fundamentally change marketing’s role in customer communication. The need to foster deeper social interaction and intimacy requires B2B marketers to look far beyond the front of the sales pipeline and use Web 2.0 tactics to engage customers in mutually beneficial business activity. Instead of heaping social activity onto an overflowing plate, socially savvy marketers use technology to streamline lead management; close the loop with sales; and free up time to listen to, talk with, and embrace community members for the long haul.”
Making Social Media Work in B2B Marketing , Laura Ramos, Analyst Forrester Oct. 2008)

“Effective online marketing is not about buying access through advertising or begging the media to write about your company and its products and services. Instead it is about creating great content (websites, press releases, blogs, podcasts, videos, etc.that the search engines reward with high rankings, which will drive people to your stuff. I suggest that when people are faced with the inevitable push back from executives about “the ROI thing” to ask the executives a few questions: 1) Have you answered a direct mail ad? (Nearly all answer “No.”) 2) Have you used Google or another search engine? (Nearly all answer “Yes.”).”
- The New Rules of Marketing & PR, David Meerman Scott, it has been the top selling PR and marketing book since its release in June 2007)

Although B2B companies are lagging behind their B2C counterparts, more and more B2B companies are starting to take notice of the value of Web 2.0 and influencing buyer decisions. People are seeking the web for information about businesses, products, reviews and first-hand accounts from others in the industry. The more B2B companies that start using the new means of social media technology and look to connect with people should reap the rewards. The lack of use from some has been around the validity of the metrics to measure the viral influence and connection to sales. “While they see Webinars, microsites, and rich media apps delivering qualified leads, respondents scratch their heads about the value that viral video and social network marketing provide, with 31% saying it is “too early to tell” for social networks and 68% saying the same for video marketing (Making Social Media Work in B2B Marketing, Forrester Oct. 2008).” Yet, one can’t let all the metrics in the world take precedence, but it’s also important to speak and reach out directly to your customers, provide a two-way dialogue to learn more about their emotional attachment and use with your brands. Think of ways of incorporating new technology to spread the message, but also don’t get too carried away with all this new knowledge and developments on the horizon. Test and see what works best for your brands and become the expert in your market. Make a point to read and learn about what others are using and what new trends are shaping on the digital frontier in your industry. Don’t be afraid to try and encourage your advertisers the same with your products and services.