The stats are all over the board regarding the B2B benefits of Facebook, with much of the feedback indicating a lag in Facebook popularity compared to other social media outlets for usefulness in B2B. Statistics aside, if you’re one of those in the “I’m skeptical about Facebook” camp here are several considerations that might help you rethink your position.

We have written about the importance of customer insight and unified marketing. For B2B and technology-oriented companies, it isn’t always easy to think beyond the product features. But here is one example of a marketer who is launching a new initiative to build the customer perspective into its global marketing organization.