|Image linked from the Real Time Report|
One of the takeaways from the 2012 International BMA Conference as seen by B2B online, is “that B2B has always been social, is social and will always be social,” according to Ralph Oliva, Executive Director of the Institute for the Study of Business Markets. “The implication is more about this new way for community to happen and how you can penetrate that community and mine for value,” Ralph continues. Yet, 75% of B2B companies do not measure or quantify social media. Could these ¾ of B2B marketers be relying on their sales teams for feedback gathering? In my experience, this is where marketers can lose visibility and control, if no formalized process exists for collecting and analyzing information.
A massive lost opportunity
Still, marketers and sales seem to have slightly different goals. “These are two functions with an identical mission, so how can they be like ships passing in the night?” sales guru Neil Rackham asked during his keynote.
So what can marketers do?
Ralph Oliva believes there are three distinct areas where change is influencing B2B marketing:
- Use new social frontiers – ask yourselves “how do we create new value by utilizing this new space?”
- Use integrated marketing efficiently – Align the entire company and its assets to customers and markets, and ask a question, “Can the whole firm be focused on achieving your objectives in the market place?”
- Bring state of the art tools that will make the whole firm better. The question that should drive the corporate marketer is "How can I mobilize the innovative capability of the firm?”