I got an e-news alert the other day informing me that a reputable consulting and research firm was identifying the four technologies that  B2B CMOs should be watching. I am not a CMO but I deal with them so I believe I should be paying attention to what they are watching. I follow the link to the story and discover that the four emerging technologies that CMO should be exploring in 2011 to engage customers are:

1. On-line content curation for thought leadership
2. Listening platforms to gauge customer sentiment
3. Brand advocate platforms for spurring word of mouth
4. Appointment scheduling platforms  engage potential customers

If you don’t understand CMO speak, here’s my more simple interpretation:

1. Make content generation a key part of your marketing program. Make sure your website has an easy to use content management system so that the site is easily populated with content that supports your branding. Give consideration to a blog and encourage your bloggers to always be scanning the field, gathering market information, including it in their blogs and commenting on it to gain that position of thought leader.
2. If you haven’t already done so begin to monitor the conversations that go on about you, your competitors and the marketplace. The fastest way to do this is to set up Google alerts for your company name, competitor names, product names and key industry keywords. Don’t have the time hire someone or some organization to do it for you.
3. Consider creating a community where your customers can carry on a conversation 24/7. By creating the place for them to have this conversation you have taken the first step toward them being an ambassador for your brand.
4. If you have a customer relationship management (CRM) package and you’ve been using it at the most basic level you have a database of interested prospects. The next step is the learn how to use all the other tools your CRM system has to engage them in a conversation.

Hopefully with that explanation you can go forth, explore and more importantly implement.