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.

And it’s not just the quantity that is grabbing my attention, but the content too.

You see, this isn’t the usual Viagra or Rolex material but people – I’m guessing salespeople – desparately trying to hit their lead generation quota.

Now I have every sympathy for anyone trying to make a decent living in such uncertain times, but sending unsolicited and untargeted email actually has two effects on me.

Firstly, it’s annoying. Business-to-business marketers think they can get away with email marketing tactics that have been pretty much outlawed for self-respecting business-to-consumer equivalents. Even in this market (the UK) there are some gaping loopholes that allow emails marketing products and services to other businesses a free ride. If we don’t have a relationship that I initiated, then you shouldn’t be sending my email. Period.

Secondly, it’s irrelevant. By casting your net wider I pretty much guarantee that your response ratio will drop. I have no plans to review my developer headcount (none suits fine, right now) or upgrade my IP telephony. Just because your product might save me money doesn’t mean I’m going to be hitting that reply button.

Business-to-business marketing needs to learn a few lessons from its consumer marketing brethren, and realise that its market is in control when times get tough. And that means spending less time selling, and more time listening.