Browsing Tag


B2B Blogging & Twitter

I recently returned from a vacation to NY, PA and CN (pics here) when I remembered I volunteered to write this blog.  It put a bit of a damper on my post-vacation euphoria. As my first blog in several years I really wanted to  kick it off with a bang. My previous blog (slog?) started around the time when anyone and everyone who could fog a glass held under their nose was blogging because they all felt they had something important to say (could be the case now perhaps?). So that blog lasted  all of 6 posts and two months before I ditched it.  I didn’t get any emails asking if I’d reconsider my decision. Since then the whole blog thing has been in the back of my mind.

As a B2B marketer, I’ve always thought about blogging as an important tactic to break through the marketing clutter and to develop thought leadership to position yourself and your company as experts.  This was driven home by Lee Odden on Business Blog Consulting, where blogging was listed as the top digital marketing tactic that B2B marketers said they were using in 2009.  Here’s the rest of the list:

• Blogging (34%)
• Microblogging (Twitter) (29%)
• Search engine optimization (28%)
• Social network participation (Facebook, LinkedIn) (26%)
• Email marketing (17%)
• Social media monitoring & outreach (17%)
• Pay per click (14%)
• Blogger relations (12%)
• Video marketing (10%)
• Social media advertising (7%)

Okay, so Twitter is listed second. I’m going to go out on a limb and say that, in some parts of the the B2B world, especially those industries with long sales cycles and complex sales, there may (MAY) be an inverse relationship between the level of person you’re trying to reach and their use of Twitter.  In other words, the execs at a company may not be following Twitter as much as managers or others are.  Why? Because sales to these types requires more information than can be related in 140 character bursts, and execs want to get the whole enchilada without waiting for the main course.  This is just a hunch and I’d like to hear from others about this.

That’s it.  I’m done with my first post.  Gosh I’m actually looking forward to the next one.

Keith’s been involved in B2B marketing for more than 20 years, in such areas as  product marketing, international, branding and demand generation.  He blogs about marketing in general, and specifically likes to discuss how marketing can be better utilized to drive sales.  This makes sense since he currently helps companies increase revenue by improving their demand generation, lead nurturing and lead scoring at  Besides thinking about and discussing marketing, Keith enjoys searching out little-known ethnic restaurants, especially Thai, Indian and other Asian cuisines.   He’s an avid photographer who’s traveled on business and pleasure to more than 20 countries in Europe and Asia. You may also catch him running up the hills in his neighborhood, where he lives with his family.

The Blue Cloud – A Sign of the times…

IBM’s announcement of the Blue Cloud is another step in delivering on demand capabilities around infrastructure, not unlike Amazon’s AWS or Google’s applications.  This change in service delivery and managing a highly available infrastructure will radically change what was typically referred to as outsourcing in the data center space to be a new thing – [tag]service-sourcing[/tag].

Do you care where the computing, storage and integration services come from?  Probably not, you only care that it is available and scalable.   The combined capabilities of hardware, software, services and monitoring from IBM may ultimately represent a tipping point in IT delivery and Management.  A cloud deployment of shared services may deliver a new capability for B2B akin to social networking.

Think about it.  You consume the same platform as your customers, suppliers, channel partners and other key business partners represents instant interoperability.  With the leadership of key cloud providers soon de facto standards will emerge akin to OpenID for B2B.

The cloud platform will soon become platforms for development and provide an ecosystem for mashups and add-on apps similar to [tag]facebook[/tag] applications – in fact they could BE facebook apps.  Marketing campaigns will be able to quickly deployed via video, products will become mini and micro payments have the opportunity to level the playing field in the ISV landscape.  Under this new paradigm all you need is a compliant cloud app which drives value and scales on demand.

It appears we are quickly approaching a model equal to social media for businesses, are you ready for social integration?