Where we last left B2B marketing...

In spite of all of the evidence supporting the move toward a more ‘digital centered’ approach to marketing planning on the CPG and B-to-C side of the market, we’re not seeing the same support from B2B organizations.  Laura Ramos of Forrester recently release a research report entitled “Making Social Media Work In B2B Marketing” that chronicles the slow progress in getting B-to-B marketers to embrace social media and digital centered concepts.  Some of the less promising stats include:

• More than 60 percent of the 189 b-to-b marketing professionals (across seven industries) reported using conventional lead generation digital tactics, including e-newsletters, Webinars, microsites and online display ads. 
• Only 31 percent reported using tactics like blogs, podcasts and social networks as new ways to engage buyers.
• Less than 10 percent of respondents said they are including social media applications—widgets, mashups, advergames, mobile ads and virtual worlds—in their marketing plans.

But just because marketers aren’t using these tools doesn’t mean they aren’t interested, as indicated by the high level of awareness and interest that B2B execs have in learning about such new approaches.

• More than 95 percent of executives maintain a high interest in learning about and investing in new products and services, the study says. 
• 25 percent of respondents believe that Web 2.0 features are integral to building brand awareness, and indicate they want to avoid alienating socially adept early adopters.

I agree with Laura’s premise that B2B execs shouldn’t just push into these territories without a clear plan and process oriented approach (like the Forrester POST technique…), but in my experience, marketers are leaving money on the table and customers and prospects unserved by not relating to them in the increasingly digital centered world.

[via: Folio]