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