Blogging

You would assume that since Web 2.0 is hot, research on leading Web 2.0 tools would strike a chord with B2B marketers.

Indeed but it was also a natural extension of our research on LeadGen Tools in 2006.

Our research last year on LeadGen Tools indicated that B2B marketers favored tools that were online and interactive. B2B marketers ranked tools highly that created a dialog with their customer. Email tools and web conferencing tools were most often nominated by B2B marketers as their favorite tool for lead generation.

With our latest research on Web 2.0 tools, it was a surprise that B2B marketers primarily targeted prospects with Web 2.0 tools, rather than customers. Given the challenge in linking conversion metrics to Web 2.0 media, it was expected that B2B marketers would focus on customers rather than prospects.

We can only hope that this research helps sway those Web 2.0 holdouts. Last week in Alexandria, VA, I attended a session on blogging at the Frost & Sullivan Sales & Marketing conference. A number of B2B marketers spoke of their frustration in trying to persuade their executives on the case for blogging. Many of these marketers hail from Fortune 1,000 industrials in the mid-west. They will need a strong business case to reverse the corporate policy.

For more results from our research, stay tuned to this blog or even better, get your complimentary copy of the report by completing the Web 2.0 Survey.

See original here:
Are Web 2.0 tools appropriate for lead generation?

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This entry was posted on Thursday, August 2nd, 2007 at 2:48 am and is filed under Blogging. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.