CK's Blog

Great B2B Marketing Stats (in a GREAT format!)

As marketers, data, statistics and factoids are our friends. They help to support our arguments, enable us to build our business cases and they shine light on new opportunities and emerging market segments that hold potential for our offerings. And it's even better when a bunch of statistics are aggregated for us in one place!

The segment below, concepted and created by Earnest Agency, provides a bunch of "vital statistics for B2B marketers" and does so in a very engaging format. I want to compliment the folks at Earnest for making this video so entertaining (and downright snappy!). Indeed, content—and the way in which it's presented to its target audience—makes a world of difference in getting... and keeping!... our attention.

Also, for a list of all stats cited and their sources, just go here. RSS and email subscribers, just click here to view the video.

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B2B, Buzz & Brand ROI: Creating Customers That Create (MORE!) Customers.

I recently ran across a positively terrific article on WOM penned by McKinsey's Jacques Bughin, Jonathan Doogan and Ole Jørgen Vetvik. Well worth the read, the authors delineate 3 different types of WOM, propose a new way for measuring it, and explain how the IMPACT of WOM is critical, not just the volume thereof. (I, too, am a BIG advocate of impact/quality over volume/quantity.)

While the article centers on consumer WOM, what struck a chord with this marketer is how the article's findings illuminate several implications for B2Bs (not just B2Cs). Best of all, the piece confirms many of the "buzz essentials" I regularly review with my own clients and colleagues—and it's always nice to have more ammo for my arguments!

So I'm going to work at giving YOU more ammo by highlighting some of the article's findings and tying them to their B2B implications. And then I'll close on a set of suggested action points.

But three things before we get started. First, for those new to WOM, the term stands for "word-of-mouth" and is also commonly referred to as “buzz”, as you'll notice that I use both terms interchangeably. Second, even though offline WOM is as old as the hills, online WOM is quite new due to the advent of social-media technologies. Why? Because now, anyone with a computer and Internet access can share their ideas, opinions, preferences, recommendations and experiences and have their buzz amplified far and wide, and stored forever for future views by the search engines. I personally call this exchange of information, and its profound effects upon the B2B purchasing process, "The Share Economy".

And third, I want to reiterate the most important—and consequently, the most confused!—principle about buzz: Marketers, your goal is not buzz. Your goal is Brand ROI. Buzz certainly helps you to achieve your goal. But it’s not THE goal. Why? Because a goal is an end point, whereas buzz is a connecting point.

As long-term readers might recall (see post here), I posit that it’s best to view buzz as a 'bridge'. It’s not your ultimate destination, but it enables you to get from point A (goal) to point B (Brand ROI). Thus, every time I talk about WOM and buzz—whether through this piece, in speeches or through strategies—I'm viewing it with a sharp eye on increasing Brand ROI.  Because what B2Bs MOST want from WOM is to create customers that—through their "buzz"—create MORE customers.

On that directive, let’s get started as B2B Buzz is a big topic to cover...

A 3-Point 'Recycling' Framework For B2B Thought Leadership: Repurpose, Repackage, Refine.

Diving into social media and mobile media can be quite daunting for B2Bs. After all, it's an entirely new way of marketing, communicating, engaging and selling. The tools may be easy, but the environment is complex. One-way messaging habits are now moot as these new media call for two-way (and multi-way) communications with our audiences. And programs don’t have finite start-and-end dates. Much to the contrary, they keep going and going... which means a lot of content is needed to cultivate and grow our initiatives.

But, my beloved B2Bs, you have a BIG advantage. It's just a shame that so many marketers have yet to realize it. What B2Bs have—and have TONS of—is thought-leadership content. We need it to move our high-risk, high-ticket offerings. Because we B2Bs aren’t selling two-buck soda pop. We’re selling two-million dollar software systems. So the sales process necessitates content that moves the conversation along by lessening complexity, increasing exposure and improving brand perception among our target audiences.

The result is that between all of our whitepapers, Web sites and Webinars, we B2Bs develop content in droves. And the benefit is that all the blood, sweat and bandwidth you placed into concepting, creating and publishing your past content gives you a huge leg up in the present.

Fact is, your vast archives of data can be "recycled" in new ways across text, audio and video that foster new conversations and spread your ideas to new audiences on a broader scale. But how, you ask? Use this 3-point framework to help you think differently about the thought leadership you've already created, as well as your efforts going forward:

Want ROI From Today's Technologies, Marketers? Don't Just Show Up (participation), Step It Up (innovation).

Many B2B marketers advocate for companies to integrate emerging technologies into the marketing mix. Naturally, I count myself among them. But where I diverge from the pack is in what, precisely, I'm advocating of companies: My message isn't limited to participation in today's media, but one far more focused on innovation from today's B2B marketers.

My argument for integrating these media is rooted in what innovation really means, and why it makes all the difference in levels of ROI. Because, I contend, it’s not that emerging technologies are innovative—it's what marketers CREATE through these emerging technologies that is the true mark of innovation in this era. And in order to increase ROI through social media and mobile media, marketers must be thinking robust programs (innovation) over simple platforms (participation).

Participation in these media keeps your brand relevant. But innovative programs with these media makes your brand unique. Innovative programs differentiate your brand, provide unparalleled value to your audiences, and pull customers to you vs. push more messages at them (that many times serve only to push them further away).

Yet too many marketers view these modern platforms as a veritable 'checklist' of tactical items to incorporate akin to, “Twitter account? Check! Facebook group? Check! Mobile App? Check!” But these tools, technologies and platforms aren't a compilation of items to check off some ever-expanding list. Far from it. They're a set of building blocks with which marketers can architect strategic programs to advance their brands.

Remember, anyone and everyone can use these tools, launch a presence on these channels and sign-up for these platforms. But your brand isn't anyone and everyone. You're not using these technologies to merely make the same moves as others, you're looking to move the ROI needle for your business.

B2Bs, The Purchasing Patterns of Your Buyers Are Dramatically Changing. Unless You No Longer Want Their Money, This Means That YOU Must Change, Too.

Long-time readers and colleagues well understand that when data is published which vindicates what I've long been saying, blogging, writing, WOMming, tweeting, nudging and all-out urging of B2B marketers... I tend to get a little bold in my advice.

Let's call it 'tough love'. Because I love B2Bs, and I've no hesitation in getting tough about the changes needed from them to better serve their business audiences, and their bottom lines. After all, rallying our businesses to change is a big part of a marketer's job, one might say our reason for being. And where some businesses move more quickly on change imperatives, other companies fail to ever truly adapt—and that never ends well (but certainly makes for many a cautionary tale).

After clocking many years in this profession, I know if there's *one* thing that moves B2Bs to action, it's data that shines a glaring light on the wide chasm between where they presently are vs. where they need to be in relation to their buying audiences. So you can imagine my delight when I came across this new study, conducted by DemandGen Report and Genius.com, titled Inside The Mind Of The New B2B Buyer. Why so delighted am I? Because the findings are proof positive of the vast changes occurring across the B2B business environment and confirmation of how, in particular, social media tools and technologies are driving a new set of purchasing patterns by today's business buyers.

I've highlighted many of the study's data points below, along with giving my take on the implications for today's B2B marketers. But before we start, it's important to note that it's not only the dramatic changes in B2B buying patterns that are remarkable... but the fact that they have occurred in just a *handful* of years. Because if we're already seeing patterns emerge that prove a sea change across many decades-old, staid purchasing processes, I assure you that we're only witnessing the tip of the proverbial iceberg. On that note, let's dig in:

*The Way That B2B Purchases Are Budgeted (And Approved) Is Changing.

Supporting data points:

• Less than ¼ indicated budget was approved/allocated during the beginning of the year
• Nearly half of the respondents indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was un-budgeted.
• 23% noted that budget was allocated after ROI was proven
• 9% indicated budget was taken from another line item

What do these changes signal for B2Bs?

Gone are the days of the set-in-stone budget that doesn't budge until the next fiscal year/calendar year. While buyers are more economically conscious in their spending, they are far more fluid in realizing their needs. Even budgeting has become more real time! This is good news for B2B marketers, because their efforts won't hit up against the "we-didn't-budget-for-that-this-year" objection. But with that said, now more than ever, B2B marketers must be prepared to build a bulletproof ROI case BEFORE the sale: if you can deliver on that data, you'll open a lot of doors and, perhaps, a place in the budget.

Now Contributing To B2B Marketing Online...

I'm pleased to announce that, in addition to publishing over here, I'm now contributing to B2B Marketing Online, the U.K's leading B2B media outlet. Being the Web is world-wide, it's fitting that I am now contributing to a media outlet located "across the pond", eh?

In my first post, titled "Step Aside B2Cs: Social Media is BUSINESS Media", I address the frequently asked question of “How does social media apply to business professionals, and help B2B companies achieve their revenue goals?” by examining the prime motivations of business professionals using social-media tools and platforms and tying those back to the B2B benefits.

The post is located here.

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B2B Social Media: Why Do Business Professionals Use Social Media? (Slideshow)

I was recently asked to hold a discussion around the central question of 'Why do business professionals use social media?', and how B2Bs can leverage those reasons to build their brands.

To hit on the key points, I used this slideshow as support and want to share it with readers—as the information may be helpful in the discussions you're holding with B2Bs around the exact same topic!

Please view the slideshow below, which is best viewed in FULL-screen format as several slides are text-heavy to ensure an adequate level of explanation for B2Bs who are just starting out in social media—or download the PDF slides here.

B2B Social Media: Why Do Business Professionals Use Social Media?

View more presentations from Christina "CK" Kerley.

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Dear B2Bs: I. TOLD. YA. SO. (In fact, I've told ya many times over.)

IDC just released The State of Social Business: 2009 Survey Results, a study that surveyed 4,700+ U.S. workers which outlines the use of social media for BUSINESS purposes.

And while the shared findings from the study have produced a whole lotta happy for my world, the implications should definitely be taken to heart by all marketers in the B2B world.

Why? Several reasons that we'll get to in short order. But first, let me provide IDC's explanation of the study for some background:

Broad in scope, The State of Social Business: 2009 Survey Results represents the current state of SOCIAL MEDIA USAGE FOR BUSINESSES in the United States, providing a profile of BUSINESS WORKERS leveraging these newer tools, and an understanding of the use cases for each social tool, including blogs, microblogs, discussion forums, photo/video sharing sites, social bookmarking tools, social networks, Web chats/instant messages, wikis, and virtual worlds.

According to IDC's Michael Fauscette, group vice president, Software Business Strategies: "If you look deep into the social business movement you will see that we are on the brink of a fundamental change in the way businesses interact with customers, partners, suppliers, and employees. Businesses today fall into three camps – the social 'denyer', the accidental socialite, and the socially aware. Regardless of where a company falls in these categories, customers expectations of technologies and the way they interact with suppliers have changed, driven greatly by the social Web."

As for the study's findings, let's begin on this gem...

*Finding* 57% of U.S. workers use social media for business purposes at least once per week.

57% of U.S. workers, that's a significant number—given that's more than half and at a highly engaged rate of at least once weekly. Let's put that in perspective, shall we? Think of any business that holds over 50% market share in any given sector and what do we call them?

Behemoths. Best-In-Class. Captains of Industry. Leaders. The 800-Pound Gorilla. And so on. The point is, we take those businesses VERY seriously. We don't label them fads, fly-by-nights or even trends. Nope. They're permanent and they permanently change the (business) world. Same too with social media's effect on the B2B world, both internally to organizations from process and productivity standpoints, and externally from a profit standpoint on attracting and maintaining customers.

Here's another epiphany...

In Both Social Media and Mobile Media, Your *Goal* Is Exactly The Same: To Get YOUR Brands Into THEIR Worlds.

In my previous post I discussed how we marketers fight different battles in Social Media and Mobile Media, but the *mission* for which we’re fighting is exactly the same, namely: Integration of these Disruptive Media into the Marketing Mix.

That post focused on the battles (and obstacles!) we face as they pertain to acceptance from the corporate community and standards from the industry's players. It was more internally based vs. outwardly, market based. So in this post I want to turn my attention away from captains of industry to focus squarely on CUSTOMERS.

I want to look at marketing goals, not marketers' missions. And while B2B marketing is my preferred focus, I should point out that this advice wholly applies to B2C marketing as well. That said, my advice is this:

In Social Media and Mobile Media, your *Goal* with your target audiences is exactly the same: To Get YOUR Brands Into THEIR Worlds.

And the way into their worlds—whether as part of their online communities (social media) or securing a presence on their Web-enabled handheld devices (mobile media)—is through the value your brands provide them. High levels of value will get your brands into their worlds, lack thereof will get your brands ignored.

Integration Amid Disruption: In Social Media and Mobile Media, The Battles May Be Different, But The *Mission* Is Exactly The Same.

There’s a lot to love about marketing in a world where everyone has a voice (Social Media) and everything is accessible from magical little devices that fit in the palms of our hands (Mobile Media).

And marketers who advocate for social or mobile technologies (or both!) are indeed fighting a common mission, which is to say: Integration of these Disruptive Media into the Marketing Mix.

After all, we're rallying our companies, clients and industries around the business case of integrating these game-changing media, we're arguing the overwhelming ROI potential of these tools, we're imploring our executives to not only institute new technologies but altogether new marketing practices, and we're pushing professionals to open their minds on how the world around them is changing... and how they must change, too.

But while our mission is the same for these media, the battles (and obstacles) are quite different. With social media, the battle is for common *ACCEPTANCE* from the corporate community that these "social" tools mean business. And with mobile media, the battle is for common *STANDARDS* from the mobile industry so as to more efficiently use these mobile tools to advance our businesses.

B2B Social Media Marketing Collection: A Slideshow Of 20 Helpful Posts, Presentations & Series for B2B Marketers.

As we wrap up this year and gear-up for the next, I've compiled this nifty slideshow featuring 20 helpful B2B social media posts, presentations and series to help B2B marketers start the new year off ready to integrate social media into their marketing mix in a way that helps them transition their marketing (and their mindsets!) to the Web 2.0 environment and works to increase their rates of success within it.

Covering everything from B2B lead-generation opportunities and challenges, how these new-age media serve age-old B2B behaviors, selling B2B social media internally and overcoming the main B2B social media objections... to B2B social media case studies, social media planning checklists, Web 2.0's new marketing rules and many, many more--this is one collection that no modern-day B2B marketer should market without!

Just view the below slideshow (best viewed in FULL-screen format) or download the slides here. And should you have any B2B marketing questions, as always, just leave them in the comments below this post, ask me on twitter or drop me an email.

And now that I've talked marketing, I want to extend a HEAPING BIG Thank YOU to my colleagues, clients and the online marketing community for your smarts, support and generosity all year long. Please know that I never once take it, or each of you, for granted. As I often say, teaching people is just about the nicest (and most advancing) things we humans can do for one another... and I look forward to learning so much more from you throughout 2010.

Here's the slideshow:

B2B SOCIAL MEDIA: A Collection of Posts, Presentations & Series for B2B Marketers

View more presentations from Christina "CK" Kerley.

*B2B Bonus* For a newly released 10-Step Starter Guide on Integrating Mobile Into the B2B Marketing Mix, just go here.

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B2B vs. B2C: Why is Social Media MORE Opportune For B2Bs Than B2Cs? It’s The ENGAGEMENT Level, Stupid.

As a B2B marketer who regularly employs social media in her projects one would naturally argue, “But CK, of course you find social media applicable, profitable and meaningful for B2Bs, as that’s your focus.”

But my professional focus is not the point. 

The point is that while I find social media applicable, profitable and meaningful for many companies—be they focused on consumer or business audiences—I posit that social media represents a veritable goldmine of potential for B2Bs. More to the point, I contend that social media is MORE opportune for B2Bs than B2Cs.

How can I say such a thing? It’s the engagement level, stupid. And for marketers? Engagement is the Holy Grail of marketing: the uber goal, the most critical of critical success factors, the paramount payoff, and the pinnacle benchmark of how well your marketing is performing (or lacking).

Why? Because more than anything, we marketers vie to (1) GRAB our target audiences’ attention and discretionary budget dollars + (2) KEEP our audiences’ attention and keep them spending on our offerings + (3) ENCOURAGE our target audiences to encourage others to spend their attention and dollars on our offerings.

Which is to say, we battle our competitors not only for market share but for share of mind, we burn the midnight oil to build programs that will cut through the clutter produced by the multitude of marketing messages, and we constantly rack our brains in order produce a strong signal for our audiences, not more noise. After all, we want audiences tuned into us, not them. We want audiences focused on “me” not relegating us to a me-too offering. And we want a wide disparity in our audiences' perception of how relevant (and resonant) we are over them.

Thus, we are most intent on engaging and, ergo, maintaining high levels of engagement. But so are B2C marketers. So why do business audiences (B2Bs) qualify as MORE opportune when it comes to social media marketing?

It's the engagement level, stupid. Because business audiences are engaged by virtue of their very livelihoods. How can I say such a thing? Easy! Just look at their drivers and motivators—and how they all stem from protecting and advancing one’s livelihood, to wit:

Age-Old Behaviors + New-Age Media = Business Professionals Using Social Media.

In my last post I discussed the top B2B opportunities and challenges for lead generation through social media. But in this post I want to shift focus from B2B companies to business professionals. Specifically, I want to discuss how, for business professionals, social media boils down to old behaviors + new media.

How can I say such a thing when we’re talking shiny NEW media in an entirely NEW marketing era? Because even in this new age, the behaviors and needs haven’t changed... the media has. And given the new functions, features, freedoms and access of social media, these tools transform the way that professionals meet their age-old needs and how they perform the tasks they've been performing for, well, eons.

Let’s face it, WOM is as old as the hills, we just have highly efficient tools now to spread and amplify WOM further, faster and to far larger groups. Said another way, social networking isn't new, social media is. So on that note, let me support my argument by highlighting several ways that business professionals exhibit age-old behaviors with these new-age media.

B2B Social Media Lead Generation: 5 Opportunities Meet 5 Challenges.

This past week I had a reporter interview me about "lead generation in this new era of marketing," and the reporter was specifically interested in focusing on the (1) opportunities and (2) challenges for companies. (the article is here at Inc. Magazine).

It's a great subject, and an important one for B2Bs who must generate, qualify and close business leads so as to ensure the viability of their companies. And it got me thinking... and inspired this post.

I'm going to run down what I see as the 5 biggest opportunities and 5 biggest challenges for B2B lead generation in a 2.0 world. And then I'd love to know your thoughts. Tell me what I've missed or mistaken; after all, we're here to learn from one another.

Biggest Opportunities:
Through Web 2.0 technologies there are tremendous opportunities for Lead Generation, namely:

#1: A great “leveler.” Through social media, small and medium-sized businesses can now afford the same media used by big companies, so this opens an affordable, effective lead-generation channel for SMBs. But, that being said, all companies need to understand that what they save in dollars they trade-off in time as these media need constant attention and new content. No autopilot here.

#2: Building relationships that beget revenues. Through two-way communications tools that facilitate knowledge sharing, professional networking, and problem solving, companies can leverage social media to build strong relationships--and relationships will always be core to B2B lead generation efforts. And then B2Bs can grow those relationships into revenues for their organizations. 

#3: Efficient way to create leads... who in turn, create more leads. By building relationships with prospects and customers, companies also increase the chance that their target audiences will use these tools to spread/amplify favorable online word-of-mouth (WOM) about their brands. Online WOM is especially critical given that buyers are avidly using social media to research feedback from other professionals before making purchases. And where offline WOM can reach 10 people, online WOM can reach 10,000.

B2B Social Media Objections: Meet Fear, Irrelevance and Overwhelm.

Since I've written on building the B2B business case for social media and penned key tips for breaking through the knowledge barrier, it's only fitting that I take a post to focus on the main B2B objections to social media, and some strategies for overcoming them. Because even in this all-digital, always-on world I hear objections a great deal.

And it's imperative that those of us who have been working and participating in social media for years take a BIG step back and remember that this space is still brand new to most B2B companies... and change takes time (and comes with objections aplenty). That's just the nature of change.

While it sounds cliché, each of these objections are an opportunity. Why? Because they invite a conversation. Why's that? Because in voicing their concerns to using social media, executives are not only making a statement about what they're thinking (and feeling), they're seeking reasons to either (a) confirm their viewpoints or (b) change their minds.

These objections have helped me in my own work as they've pushed me to be more objective when nudging more companies to integrate social media into their marketing practices. For example, instead of only offering my professional opinions, I provide plenty of third-party data points as support. And instead of crafting a counterpoint, I work to build a business case. I talk the language they speak, not lingo that gets lost in translation (a basic principle that's still as timely as ever!)

And I should note that while this post focuses on B2B objections, these very much pertain to B2C companies as well. So on that note, let's get started...

B2B Marketers: If Your Markets' Needs and Behaviors Have Changed... Why Hasn't Your Marketing?

Reports, statistics and factoids are marketers' best friends. After all, data gives us information from which we glean intelligence to build our business models, marketing strategies, plans to increase market share and programs to cut through clutter. And rock-solid data is the fuel we need to drive change within our departments and across our organizations.

Devoid of statistically sound findings, however, we're left relying on gut feelings and our personal views of how we perceive things to be... which can turn out to be perfectly correct or miserably myopic. So research gives us insight, reduces uncertainty and lends credibility to our business arguments.

And that brings me to the facts and findings from the just-released Consumer New Media 3-Part Study (by Cone Inc.), which are too good not to share--but I'm going to do so with a bit of a twist. As the report is a consumer-oriented study, I'm going to extrapolate some of the study's findings to cite implications for business audiences. Because the fact is, B2C gets the lion's share of social media marketing attention and while B2B social media studies are popping up more, marketers still have to dig deeper for social media data that speaks to the needs, challenges and profit potential inherent to professional audiences. So let's get started...

Building The B2B Business Case for Social Media Marketing: A 10-Benefit Slide Show for B2B Professionals.

I've written and spoken plenty about the tremendous benefits that B2B companies can yield by leveraging social media. And while more B2Bs are integrating social media into their marketing mix, many are still not convinced that these game-changing media apply to their businesses.

What do they need to make this leap? Rationale. B2Bs need the business case explained to them in a way that speaks to the unique objectives, needs and challenges of B2B companies (vs. those of B2Cs). To that end, I've developed this presentation for "Building the B2B Business Case for Social Media." Here's the description:

In a world brimming with MySpace teens, Facebook fan pages and millions of personal blogs, it's small wonder why so many B2B marketers view social media as strictly a "consumer play." But that mindset could be costing them revenues, relevance and, quite possibly, their competitive advantage.

This presentation illuminates the tremendous opportunities that social media affords B2B companies by building a strong business case, punctuated by 10 key benefits, that explains why B2B marketers should be leveraging these tools to engage with their audiences, grow profits and increase their reach. 

In the chance that you are also working to nudge more B2B companies away from the social media sidelines and into this brave new world of revenue potential--or are a marketing executive championing the social media marketing cause inside your own B2B organization--perhaps these arguments and benefits will help you build your social media business case, too.

Viewing the slides below in full-screen mode is recommended--but if you would prefer to view the presentation in PDF format, click here to download the slides.

Building the B2B Business Case for Social Media

View more presentations from Christina Kerley (CK).

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Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

Social Media Marketing Collection: Where in the (Web 2.0) World To Start?

Clients and colleagues often ask me "Where in the (Web 2.0) world to start?" when they're looking to learn about marketing with social media, the profound shifts taking place with their target audiences and the new best practices they need to grasp.

So instead of sending them a long list of links, I've compiled a collection of posts, presentations and series into this slideshow... as it seems a better format for marketers to pick and choose where they want to begin. And you might just enjoy it, too.

The slideshow is below (and is best viewed in full-screen format). RSS and email subscribers, just click here to view.

Social Media Marketing: A collection of special posts, series and presentations

View more presentations from Christina Kerley (CK).

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Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

B2B Social Media: Top 10 Reasons Why The World Is Your Web 2.0 Oyster.

In a Web 2.0 World brimming with MySpace teens, Facebook fans, Celebrity Twitterers and blogs about cute kittens, it's no wonder so many B2B companies view social media, and the Social Web, as strictly a "consumer play."

That mindset, however, is costing B2B companies potential revenues, new customer relationships, unparalleled reach and, quite frankly, their relevance. Even worse when B2B companies realize that this opportunity loss isn't something that's being done to them... but due to something that they're simply not doing.

While I'm pleased to see quite a bit more Web 2.0 movement and participation from B2B players, I frequently find myself building the "B2B Social Media Business Case" when walking professionals through the multitude of programs, tools and strategies now afforded to them. I'm happy to have these discussions as, aside from it being part of my role to transition companies to these new media and new practices, it's rewarding to see the looks on executives' faces when they connect the dots and ... poof!... social media becomes (really) relevant to them.

Yet along with explaining the world of social media opportunities now available to B2B companies, I also need to illuminate that the world is not awaiting their involvement. Nope. Because unlike all other media, customers now have the very same tools of creation, communication and sharing that companies do and thus, customers are moving forward at unprecedented rates and quite potentially moving onto other companies that are actively using social media to build relationships with them. 

Moreover, their competitors aren't waiting on them, either. Hardly. Those smart companies are rightfully enjoying first-mover advantages in their respective sectors due to so many companies sitting on the social media sidelines waiting for others to move first. But what is innovative about waiting for those you compete with to make the first move into qualified markets? You guessed it, not a single thing.

So, in the case that you, too, are working to nudge more B2B companies into Web 2.0, here are 10 key points to help you build the B2B Business Case for using Social Media:

Riddle Me This, Marketers: Why oh why should brands have a social media presence?

I've covered the need for companies to use social media to listen to their markets more (and talk less). And I've covered social media best practices (a ton of them). Yet even after all these years, and all these posts, I repeatedly get asked a question, and a core one at that.

While it may seem a basic question to many who are already actively using social media, the question has much merit given that social media is still very new territory to many companies, and it's up to us to guide them in their learning curves. And their learning curves undoubtedly begin with this core question:

Why oh why should a company—whether a B2B or B2C organization—have a social media presence; what are the true gains to be gotten in going to the time and trouble of launching and maintaining a social media presence?

The thing is this: that there isn’t an answer to that question.

Well, there isn’t one answer.

There are many.

So it’s sort of a trick riddle. (Yeah, I'm tricky like that.)

Why, then, should companies establish and maintain a social media presence? Well marketers, the reasons are both vast and varied, ranging...