Technology Decisions Issue 2 | Page 5

  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