Five
Steps
to
Harnessing
the
Power
of
Marketing
2.0
for
your
B2B
Company
As
a
business-?to-?business
marketer,
if
you
feel
this
“loss
of
control”
is
scary,
you’re
not
alone.
But
before
you
contemplate
a
career
change,
consider
that
the
corresponding
shift
from
Marketing
1.0
to
Marketing
2.0
actually
carries
more
opportunities
than
threats.
FROM
OUTBOUND
TO
INBOUND
The
first
opportunity
is
to
replace
an
inefficient
marketing
model
with
a
more
effective
approach.
Instead
of
the
outbound
technique,
where
you
blast
out
advertising
messages
in
the
hope
that
someone
will
pay
attention,
the
inbound
model
has
prospective
buyers
seeking
you
out
to
gain
information
and
insight.
Seth
Godin
calls
this
a
move
from
interruption
marketing
to
permission
marketing.
Either
way,
the
end
result
is
more
effective
and
efficient
for
both
the
buyer
and
the
seller.
Inbound
marketing
attracts
prospects
to
your
website,
since
that
is
the
easiest
way
for
prospects
to
find
you
anytime
and
from
anyplace.
And,
as
the
research
shows,
today’s
business-?to-?business
buyers
overwhelmingly
use
the
Internet
as
their
primary
tool
for
researching
solutions
to
their
business
needs.
Figure
1:
Our
humorous
perspective
on
Marketing
1.0
vs.
2.0,
entitled
the
Monks
vs
Wizards”,
is
available
at
www.gossamar.com
Your
website,
no
longer
just
one
of
the
elements
of
your
marketing
mix,
becomes
the
central
“clearing
house”
for
all
marketing
efforts,
both
online
and
offline.
Why?
Because
the
digital
nature
of
the
Internet
allows
you
to
easily
automate
for
speed
and
efficiency,
track
all
traffic
and
activity,
and
capture
data
into
one
eCRM
database.
Our
white
paper,
How
Gossamar
Stimulates
Demand,
provides
details.
FROM
MANUAL
TO
AUTOMATION
Marketing
2.0
revolves
around
the
web,
and
the
web
is
too
big
and
too
fast
to
deal
with
manually.
In
addition,
prospects
expect
you
to
be
“open