Technology Decisions Issue 2 | Page 2

  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