Technology Decisions Issue 2 | Seite 4

  Five  Steps  to  Harnessing  the  Power  of  Marketing  2.0  for  your  B2B  Company     WHAT  IS  MARKETING  2.0?   It  certainly  seems  like  we  have  a  fascination  with  everything  “2.0”  these  days.  Business   2.0;  Sales  2.0;  Viral  Marketing  2.0;  even  Mobile  Cocooning  2.0!  It’s  enough  to  make  your   head  spin.   The  root  of  all  these  transformations  is,  of  course,   the  web.  Web  2.0  delivers  user  empowerment,   interaction,  collaboration,  and  sharing  of   information.       Has  Web  2.0  transformed  Marketing  in  the  same   way?    Absolutely,  but  at  a  far  deeper  level  than   you  expect  at  first  glance.  Sure,  you  can  now   participate  in  the  latest  buzz,  like  “glocalization”,   “zalking”,  “business  blurring”,  and   “geostreaming”.  You  can  blog  your  way  to   blogosphere  stardom,  and  tweet  all  your  co-­? workers,  clients,  and  suppliers  ad  nauseum.    But  if   that  is  the  extent  of  your  new  marketing   paradigm,  you’re  really  missing  the  boat.   Do  I  believe  that  twitter  will  fundamentally   change  the  way  complex  business-­?to-­?business   products  are  bought  and  sold?    No.    But  I  do   believe  that  the  n