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Resurgence in B2B Marketing: Are you listening?
| As economy is on a recovering path, marketing is bouncing back. The pent up demand from the last 18 months is now being expressed with a strong resurgence…but with a change! Companies, especially big businesses, are exhibiting a clear preference in selecting the marketing channels they want to leverage, lifting a mist from the emerging trends for 2010. |
New Acquisition: Content is the new king
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| First the pendulum is shifting towards acquiring new prospects. Throughout the last year, more energy was being spent on customer retention. But this rebound does not mean that businesses will be reverting to business as usual. The trend is on adopting content as the key driver for marketing this year. Wait…was that not the case in earlier years too? Yes, but the key differentiator is in the nature of the content. Companies, that are surging ahead, have made understanding their customers business as the central priority. Their content strategy is reflects this changing behavior. |
Going Social
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| The next big trend is on embracing social media. Several surveys have established that B2B companies are getting onto the Facebook and Twitter, simply following their prospects. One survey among IT Services companies found that 55% tech buyers consider social media as an integral part of their buying process. Clearly businesses will strategically use the social media as a tool for demand generation and for nurturing prospects apart from brand building, support and projecting thought leadership. The same survey also found that the senior executives in large organizations are turning more towards social media than their counterparts in smaller companies! |
| This adds an interesting dimension to the content development strategy...are your white papers, flash demos and solution sheets created with content consumption preference on the social networks? Do these collaterals engage the reader and facilitate interaction with your social community? |
Brand ambassadors in unlikely places
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| Your new brand ambassadors are closer to you than you think. This rapid adoption to social media by larger corporations is precipitating questions about who in the company should be allowed to interact actively on the social channels. Not surprisingly, the simple answer is Everyone in the company. Dissolving the corporate wall (and work cubical) to create valuable brand ambassadors, companies like CISCO, IBM, Intel and others across the board, are actively facilitating employee interaction while drawing lines in sand on the engagement boundaries. This year we will see more and more B2B companies following suit. |
| Are you listening to your customers….since that might end up as one of the most important thing you may do in B2B marketing this year! |
| Where do we go from here? It is not 2012 yet. Stay tuned… |
| Interested in exploring how some of the emerging trends may have an impact on your marketing plans? Please drop us a line or call, and one of our trusted marketing advisor will plan a session with you. |
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