We then use the B2B buyer decision map to identify specific differences in what each segment wants to know. As always, we would love your input on how this B2B buyer decision map compares to how you are marketing to your customers. Answering any question about what’s next in B2B marketing must involve the increasing attention on buyers as people vs. While there are many changes and trends to consider to stay ahead in the B2B marketing game (paid, earned, owned and shared media for example) the thing that unites departments, tactics and technologies is common ground and common goals. One of the biggest trends in B2B Marketing is the rapidly expanding technology budget for the CMO. As Marketing, Sales and Customer Service functions converge, CMOs are being asked to shoulder responsibility for not only creating brand awareness and generating leads, but nurturing those leads by providing information that aids purchase, and delivering relevant and timely customer service communications. In short, “NextGen CRM” is all about personalizing and optimizing the B2B buyer’s product research, buying and usage journeys. In the future there is no distinction between types of marketing, B2B or B2C is irrelevant because everything is marketed to the individual, and everything is controlled by your smart devices. When the alarm on your phone wakes you up, you hear a message about the latest traffic report and a reminder to leave early because your car is almost out of gas. In the coming year an in-depth study of corporations worldwide will reveal that businesses do not buy anything, but that human beings are actually the force behind decisions being made. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. Although strategic and tactical differences exist between B2B and B2C marketing, I think it’s important to remember that, in the end, people buy from people. Check out the inspiration for this visual at the Social CMO Blog: B2C vs B2B Marketing: Do the Differences Really Matter?
I’m sure I have missed other key differences – What are some that you think are important? I'm a Digital Strategist that uses a practical, no nonsense approach to help companies learn how to leverage the dynamics Web 2.0 to achieve organizational goals and create business value.
If all of the business to business marketers could come up to the front of the room please?
I was happy to see that the number one measure of success was traffic to the website and not number of followers which came in second.
I am not suggesting G+ is a guaranteed winner in the long run but its time to accept that the influence of Google is powerful enough to make this a very realistic proposition.
Furthermore, G+ is also important when it comes to search, localization and online reviews.


Thanks for the thoughtful reply but I don’t believe my response is as knee-jerk as many we see in the press. I agree with everything you just said except the premise that an assessment of G+ today is an indication of where it will be in the next 2-3 years. While you may not find the level of entertainment on G+ that you can on FB (yet) that doesn’t mean its not there.
The growth patterns of G+ are every bit as rapid as those experienced by Facebook, only G+ has staying power. Like +Marc Razia said Google+ is going to be more and more popular and will certainly be number 1 in 2-3 years. Facebook is trying to clone everything that Google+ is doing with less success, but they stay years behind Google+ in term of technology and Google+ is improving his technology at a very fast rate. And the thing is that more and more people are switching from FB to G+ because of its features, and at one moment FB will just fade away like Myspace. As an artist with a camera, I find g+ and the communities much more vibrant and engaged than the groups on fb.
It reads your emails, tracks your movements, know your medical history, and know the password of all your bank accounts. While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. We respect your privacy.NameThis field is for validation purposes and should be left unchanged. I use a practical approach to teach organizations how to achieve business objectives using the dynamics of Web 2.0 Please drop by with a blog comment or feel free to connect with me on Google+. Wondering when we will fully grasp the great possibilities of using video in B2B-marketing? Now, could you raise your hand if you think Twitter is the number one social platform for business? I think the only way Google+ will become relevant is if Facebook, Twitter and LinkedIn start charging for access.
Consider that G+ is 20 months old and is already closing in on Twitter in terms of active users and is relevant enough to be in the social discussion. When we then consider that Google can utilize the cross benefits of integrating Android, Chrome, YouTube, Gmail, Blogger, Play Store, Analytics and some other very successful Google entities these are things that Facebook, Twitter and LinkedIn have no answer for in the long run.
The top 2 people followed on G+ are Britney Spears and Lady Gaga both who each have 7 million followers.
People (such as myself) are not just using the site because people are there, we use it because it adds value by adding social elements to other Google products.


So if your B2B business targets that group, you will need to consider making the move in the next year or so (or at least including it as a priority).
FB feels closed off and less open than g+, which is built around search and openness FB requires to many clicks to be connected and follow updates from people or brands, etc. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. The human element of business marketing has attracted a lot of play in the B2B marketing conversation and rightly so. Thinly-veiled disciplines will be adopted from consumer marketing such as strategytelling, corpywriting, and bLearning. It will be hard for some businesses to accept that business people come with the same hopes, fears and dreams that drive consumer decisions. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.
It’s particularly awesome for demonstrating products or providing insight into the thought leadership of an organization via interviews, etc. 1% were flat out honest and said they had no idea what the questioner was even talking about. Again, that may not be Facebook numbers but it is surely significant for 20 months of existence. For instance I don’t need my friends to use Gmail or Youtube for me to find them valuable.
FB has millions of active users who originally joined and continue to use it because it is a social site.
With that in mind, we examined the recorded effectiveness of the many online lead generation options. You can refine your segments over time with more robust analytics and data but a quick segmentation is a great place to start knowing more about your customer and what they want to know. This is the same pattern that occurred with Android and you can verify that by looking at articles as recently as 2010 that called it a flop and a total failure.
G+ is already making an impact and can only be considered unsuccessful if you compare it to a ten year old Facebook.
The survey participants said that Google+ will be 3 times as relevant in 2014 as it is now.



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