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Should B2B marketers blog?
by Brian on 2006-09-08 02:57 AM read 914 times Source: http://unicashare.typepad.com/share/2006/09/should_b2b_ma... |
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I spent a great day down in Manhattan as part of Xerox's 2006 Industry Analyst Briefing. I'd love to blog about it, but sometimes it's tough to separate what's OTR and what's not - so I'll talk about some of the ideas that I got from being there.
Xerox is moving aggressively beyond their roots as a copier company. As a marketing analyst, it was interesting to hear about the steps Xerox is taking to connect with its customers - mostly B2B enterprises. One step was to launch a blog, called "Big I, little t". I think Unica's taking a nice step forward here as well to engage their customers in a more direct conversation.
But do emerging social computing technologies like blogs and podcasting have a place in the B2B marketing world? Aren't they really tools to connect with individuals in the MySpace generation, rather than the players in a procurement process?
Some data to consider: last month, Forrester's B2B analyst Laura Ramos published data about B2B marketing challenges - 54% of survey respondents cited "reaching decision-makers" as their most common challenge. The most often used marketing tactic? Trade shows, at 91%.
Seems like a disconnect - and missed opportunity - to me...what do you think?
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