How many times has that been uttered by some financial type in a B2B media company?
Well, probably alot more than at B2B marketers in general. Some really interesting posts in this Forrester article on how B2B marketers use social media. Less than 35% of all B2B marketers use blogs, online video, user-generated content and other tactics commonly labeled as 2.0. Yet, I wonder what the percentage is among B2B media companies — I’m guessing if someone takes a good, long look it’s alot lower.
Sure, sure, I know — you use webcasts, you have some sites with forums, your editors post blogs. Yet how many of you really use them as marketing tactics? That’s the real opportunity here. If you’re a marketer in a B2B media company, you need to think about how to charge ahead and leverage 2.0 tactics to help you get closer to customers. Will a blog that hits on industry hot buttons give your event a year-round presence (and your customers a year-round voice)? Will podcasts or online video create some buzz and differentiate your properties?
And more importantly, how will you digest and act on the dialogue? Only then are you leveraging the true value of 2.0 to build valuable customer relationships.