Innovation in Social Media will propel B2B Marketing in the Future
Back in the 90s when I worked in pharmaceutical marketing, there was resistance by agencies (at that time) to employ marketing strategies on doctors similar to the tactics proven successful with the general public. I used to ask, “aren’t doctors consumers like everyone else? ” The answer I always got was “No.” Of course times have changed (or adapted if you like).
Nowadays, in B2B advertising there seems to be a similar attitude when it comes to using social media as a marketing tool.
In many B2B circles there is a pervasive belief that in order to market to business, one needs to rely more on passive methods (the “one to many” as Brian Solis puts it) best found traditional advertising methods. I often say now, “Aren’t businesses made up of people, and aren’t those people engaging with social media?”
Aren’t some of the same technics used to market to consumers also relevant for businesses marketing to businesses?
Is a print ad in a trade journal going to be more effective than a Pinterest board? Is hiring a third party sales force going door-to-door with brochures always going to result in more conversions than a Facebook campaign or micro site?
While early adopters of B2B social media marketing are having success (and failure), they are mapping the new terrain. They are, in fact, innovating to survive. Can the modern business really afford to become a late adopter of social media tactics after they become fully vetted, becoming standard practices?
At that point will the company still be relevant? What do you think?
