Five
Steps
to
Harnessing
the
Power
of
Marketing
2.0
for
your
B2B
Company
SOME
THINGS
NEVER
CHANGE
As
you
embrace
the
powerful
new
world
of
2.0,
it’s
important
not
to
neglect
those
Marketing
1.0
elements
that
continue
to
work:
a
sound
marketing
strategy
for
example,
that
still
revolves
around
Porter’s
Five
Forces,
and
the
basics
of
segmentation,
targeting,
and
positioning.
Three
of
the
4Ps
are
also
still
the
same:
Price,
Product,
and
even
Place
(especially
for
bricks
and
mortar
B2B
companies).
Only
Promotion
has
drastically
changed.
And
marketing
and
sales
is
still
about
people
dealing
with
people.
Implemented
well,
Marketing
2.0
actually
strengthens
this
relationship
between
the
prospect,
marketing,
and
sales.
Now
that
we
understand
the
differences
between
1.0
and
2.0,
it’s
time
to
put
the
rubber
on
the
road
and
look
at
our
five
ways
to
begin
using
the
new
approach.
5
PRACTICAL
STEPS
TO
SALES
&
MARKETING
2.0
However,
before
we
set
off
to
embrace
the
opportunities
of
Marketing
2.0,
it’s
worthwhile
to
suggest,
as
with
any
journey,
that
it
pays
to
know
where
you
are
going
before
you
depart.
So
make
sure
you
set
clear,
measurable
objectives
beforehand
for
what
you
would
like
to
achieve.
For
example,
you
may
want:
• • • Specific
market
insight
to
improve
your
marketing
tactics
and
strategies
(good)
Generate
new
leads
and
prospects,
and
the
generation
of
incremental
revenue
&
profit
(better)
Combination
of
both
(best).
Then
develop
a
clear
and
concise
Marketing
Dashboard
so
that
you
and
the
rest
of
your
management
team
can
keep
track
of
progress
along
the
way.
Remember,
what
doesn’t
get
measured,
doesn’t
get
done.
STEP
1:
SHIFT
FROM
OUTBOUND
TO
INBOUND
MARKETING
The
goal
here
is
to
stop
interruption
marketing,
and
engage
in
permission
marketing
where
prospects
come
to
you
with
their
interests
and
buying
needs.
Use
the
following
Inbound
Marketing
techniques
to
turn
your
website
into
a
prospect
magnet.
• SEO
(Search
Engine
Optimization):
Start
with
developing
your
“keyword
identity”.
Find
those
keyword
phrases
that
you
can
successfully
compete
on,
and
that
will
minimize
prospect
“bounce”
and
maximize
conversion.
Then
optimize
the
content
and
structure
of
your
website
around
those
keyword
phrases.
Finally,
create
meaningful
external
backlinks
to
your
site,
to
boost
your
site’s
credibility
and
importance
to
search
engines.
Successful
SEO
is
as
much
a
marketing
exercise
as
it
is
a
technical
one,
so
don’t
just
leave
it
to
the
techies.
7
Gossamar
2009
-?
2011.
Creative
Commons
Attribution-?Share
Alike
2.5
Canada
License