Most studies of social media use have focused primarily on the question of adoption, or the rate of conversion of B2B social media skeptics into users. In contrast, the researchers behind Business.com’s “2009 B2B Social Media Benchmarking Study” take as a given that social media usage has already gone mainstream, and believe that the more [...]
Continue Reading 1 comment January 28th, 2010
It’s that season again, when it seems just about everyone is opining about what will make 2010 different from the past and how to prepare for it. One of the better of these that we’ve come across is a post for ClickZ by (no big surprise here) Heidi Cohen. Heidi starts off with a review [...]
Continue Reading January 26th, 2010
Here’s a search engine optimization (SEO) pitfall that doesn’t get much press, so it’s sort of a “stealth” hazard: duplicate content. As the term suggests, duplicate content occurs when two or more Web pages have the same content. This may sound implausible at first blush; but in fact it’s a big problem for B2Cs, who [...]
Continue Reading Add comment January 21st, 2010
Well, the near-constant barrage of voices (including ours) urging your adoption of social media seems to be working: a recent Center for Media Research survey of media planners/buyers found that “having a presence on social networks” is one of the top priorities for media plans in 2010. This has some folks concerned that such an [...]
Continue Reading Add comment January 19th, 2010
Remember back in those halcyon days of, say, the mid-00s and earlier, when starting your online program was as simple as… build (or update) and optimize your website get an opt-in customer/prospect list together for nurturing emails cross-market your URL on traditional print, packaging, and other offline vehicles …plus some more or less optional tasks, [...]
Continue Reading January 14th, 2010
There’s been a fair amount of e-ink spilled over how to measure social media results …some of it in fact on this very blog. Mostly, what you see is exhortations to measure attributes or variables that are readily measurable within the structure of social media: things like followers, mentions, responses, reach, influence. Perceptive readers, though, [...]
Continue Reading Add comment January 12th, 2010
Mention “cold calling” or “telemarketing” to B2B marketers, and you can all but watch them cringe. And yet, for most B2Bs it’s an absolutely critical element of the sales cycle; if your company isn’t doing it, chances are good that you’re literally leaving money on the table …or, more accurately, sending it over to your [...]
Continue Reading Add comment January 7th, 2010