Five
Steps
to
Harnessing
the
Power
of
Marketing
2.0
for
your
B2B
Company
INTRODUCTION
Ah,
the
good
old
days
of
marketing
and
sales.
It
was
1982,
mid-?winter,
in
Moscow
of
the
former
Soviet
Union.
As
a
young
marketing
rep
for
a
manufacturer
of
capital
equipment,
I
sat
across
the
table
from
the
Deputy
Minister
of
Forestry.
I
was
there
to
solve
the
problem
of
why
our
equipment
–
deployed
in
deepest
Siberia
–
was
underperforming.
I
discovered
that
the
maintenance
manuals
we
shipped
with
every
piece
of
equipment
never
made
it
to
the
field.
In
those
days
information
was
power,
and
the
Deputy
Minister
of
Forestry
wasn’t
about
to
let
any
power
slip
out
of
his
grasp:
he
kept
each
and
every
manual
tucked
away
in
his
large
office
in
Moscow.
If
you
wanted
that
information,
you
had
to
contact
Moscow
and
ask
him
for
it.
The
Scale
of
2.0
It
is
estimated
that
600
exab