2012 B2B Marketing Social Business Opportunities presents rare career and business opportunities for B2B marketing pioneers
It happens every time. Executives in regulated and specialized B2B industries see disruptive technologies rise above the horizon, and they discard them out of hand because “that doesn’t apply to our business.” This attitude temporarily serves as a self-fulfilling prophesy, but it subsequently falls by the wayside.
Having been in the vanguard of ebusiness transformation during the late 1990s and early 2000s as both management consultant and marketing executive, I believe that 2012 will see serious adoption of social business by pioneering B2Bs.
In November 2012, I laid out the rationale in “2012 Will See B2B Early Adopters Move on Social Business,” so here I’ll describe this year’s specific opportunities for B2B marketers.
B2B Early Adopters Move on Social Business in 2012 predicts that 2012 will see significant movement toward social business among B2B pioneers. This prediction is based on CSRA’s recent research as well as my twenty-five years experience with guiding B2Bs’ adoption of disruptive technology. First, a critical mass of B2B executive leaders are familiar enough with social technologies to consider them for the first time. Second, the business driver will be the economy. During the past 4-5 years, enterprises have continue to cut costs wherever they could, but few are performing at the level they want to be. B2B marketing and sales are under more pressure to perform very efficiently than ever, and some leaders will enlist social business because they have tried everything else.
Just Released—CSRA Market Advisory Highlights How I-Banks are Using Web 2.0 to Drive Competitiveness
This summer, “Enterprise 2.0” began to get legs as the new moniker for applying Web 2.0 to the enterprise, reflecting that pragmatists are raising their eyes for an exploratory glance. The market advisory shares how global investment banks are using Enterprise 2.0, and it suggests action steps for executives to take this year and next. Here is the executive summary and a few choice concluding points:
Enterprise 2.0 Enables Executives to Digitize and Monetize Collaboration for the First Time
This is so simple that many will miss it and open themselves to disruptive competition…
Banks increasingly use wikis, blogs and other Web 2.0 tools for mission-critical processes, as shown through the examples of Citi, DrKW, Morgan Stanley, ING and JP Morgan.. Enterprise 2.0 is a new term that denotes corporate adoption of Web 2.0 and social software tools. It offers investment banks an unusual opportunity to reduce risk and improve their earnings and profits by increasing returns on process, human and knowledge capital. However, Enterprise 2.0 also confronts banks with […]