24th October 2011

Marketing B2B: Total Market Failure

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With the exception of a few large companies, B2B marketing is incredibly wasteful and ineffective. What causes this failure in so many companies?

  1. Marketers come from big company and consumer marketing backgrounds, because that is where most marketing has traditionally been done. But this is radically different marketing to what SMEs, particular B2B SMEs, need.
  2. The marketing manager is usually too junior to address the incredibly diverse and complex issues of New Media marketing. Or they are too senior – they are unnecessarily expensive. And they get bored doing implementation. Continue reading “Marketing B2B: Total Market Failure” »
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4th October 2011

For Sales in B2B: Social Media or Social Networking the goods?

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The confusion about social technology largely hinges on the confusion between these two terms. And this confusion largely accounts for the slow takeup of Social Networking by business.

The two technologies are radically different. Though they both will have, and are already having, major but different impacts on the world. Now clearly the two technologies overlap. For example, there are elements of Social Networking in Twitter, given that people have followers and those followers can communicate together to some extent. And there are elements of Social Media inside Facebook and LinkedIn – e.g. status updates (tweets by another name!).

But here’s the difference: Continue reading “For Sales in B2B: Social Media or Social Networking the goods?” »

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