Not content with burning myself out last Christmas finishing my first book, Enterprise 2.0, I have just signed a contract to write my second. And this time on an even shorter timescale!
For this next title, I’ll be focusing on consumer marketing’s ugly step-child, business-to-business marketing – and specifically the application of social media principles to what has in many cases becoming a rather formulaic aspect of the communications mix. Yet when you consider that roughly one-third of searches on Google are business-to-business in nature and more than 50% of Google’s and 39% of Yahoo’s advertisers are business-to-business companies, then the importance of the Internet in the purchasing cycle cannot be overstated.
It follows then that it is no longer an option for business-to-business marketers to dismiss social media as a consumer craze, and my aim with this book is to raise the profile of successful business-to-business use of social media and help companies discover, select, integrate, exploit and measure these techniques as part of an integrated marketing strategy.
Wish me luck! And if you have any great stories of business-to-business social media marketing you would like to share, please feel free to comment.