Five
Steps
to
Harnessing
the
Power
of
Marketing
2.0
for
your
B2B
Company
EXECUTIVE
SUMMARY
This
paper
explores
the
differences
between
the
old
and
new
ways
of
B2B
Marketing,
and
then
lays
out
five
practical
steps
to
assist
you
in
taking
advantage
of
the
new
Marketing
2.0
opportunities.
The
catalyst
for
Marketing
2.0
is
the
amount
of
knowledge
that
is
now
freely
available
on
the
Internet
for
B2B
buyers.
Knowledge
that
shifts
the
power
from
seller
to
buyer.
Traditional
methods,
such
as
Outbound
or
Interruption
Marketing
are
no
longer
effective.
The
new
model
revolves
around
“permission-?based”,
Inbound
Marketing,
and
the
capability
of
integrated
Sales
and
Marketing
Automation
(SAMA).
The
five
practical
steps
to
help
your
organization
take
advantage
of
the
new
environment
are:
1) 2) 3) 4) 5)
Shift
from
Outbound
to
Inbound
Marketing
(page
7).
Automate
(page
8).
Harness
the
power
of
Analytics
(page
8).
Participate
in
the
Online
Discussion
(page
9).
Make
it
easy
to
buy!
(page
9).
KEY
TERMS
For
your
convenience,
some
of
the
key
terms
discussed
in
this
whitepaper
are
summarized
below.
Marketing
2.0
reflects
a
web-?enabled
shift
from
selling
to
buying,
delivers
a
new
permission-?based
1:1
relationship
between
seller
and
prospects,
and
is
powered
by
new
web-?based
automation
and
real-?time
analytics.
Inbound
Marketing
encourages
prospects
to
find
you
(the
seller)
when
they
are
looking
for
solutions,
versus
Outbound
Marketing
where
you
broadcast
to
prospects
in
the
hope
that
they
are
interested
in
your
message.
CRM/SFA:
Customer
Relationship
Management
or
Sales
Force
Automation
Systems.
Software
systems,
traditionally
maintained
by
sales,
that
store
prospect,
customer
and
sales
opportunity
customer
data.
SAMA:
Integrated
Sales
And
Marketing
Automation.
Includes
Web
Analytics,
Demand
Generation,
Reputation
Management,
and
CRM/SFA
automation.
ROMI:
Return
On
Marketing
Investment.
SAMA
closes
the
loop
between
marketing
investment
and
sales
returns.
Our
website
(www.gossamar.com
)
contains
all
the
whitepapers
referenced
in
this
document
and
an
extensive
glossary
of
B2B
terms,
especially
those
focused
on
SAMA.
For
more
details,
please
call
us
for
a
free
consultation.
2
Gossamar
2009
-?
2011.
Creative
Commons
Attribution-?Share
Alike
2.5
Canada
License