B2B Marketing Blog

As media director part of my responsibility is to research appropriate advertising outlets for our B2B advertising clients. Seems straightforward and it is. But what continues to amaze me is the lack of foresight by B2B publications and outlets. Many still don’t get it. They are clinging desperately to the old model, the old way of doing things, and at times, it is maddening.

Over the last week or so, I have been researching online outlets for a specific client request. My Internet travels took me to many places, some better than others. Many of the sites have a good grasp of how to allow access to rate information to people like me. They require some kind of registration, easy enough.

Others insist on offering a simple email address to write for information. Even more offer just a phone number (whatever that is). Apparently, I must speak with a sales rep. Not really a big deal, except the sales team almost never responds in a timely fashion.

The point? Instead of allowing me access to rates so I can continue to consider their site, I am at the mercy of the ad rep to get back to me. Unfortunately, their window of opportunity is closing. They have lost the advantage. More importantly, they fail to see the advantage. Too bad, too, because some of the sites had promise.

Obviously professional organizations still exist today. But in many cases the glory days of the business association and “well-attended” monthly meetings are a thing of the past. With some exceptions organizations struggle today to attract members (or prospective members) to events. National events and trade shows can draw a crowd, and annual membership dues still are paid (perhaps for resume filler). However, the regular grass roots local chapter meetings for many associations have been declining for years. People are too busy, corporate budgets to sponser events have been cut, and, the world has catapulted into an online social media mindset.

So the question is… How are you networking and staying connected within your industry or profession now? Do you still regularly attend association events? Are you going to business blogs, viewing webinars, meeting online virtually for business purposes in Second Life? No matter what the venue the need remains to have productive places to gather with like-minded business people to talk about the issues.

A recent survey published in e-marketer confirms what savvy marketers have known for years: Word of mouth is the most influential advertising. Buyers trust the opinions of people they know and respect. But where did the referring sources get the information on which their recommendation is based? Usually not on actual experience. (more…)