Recent posts by Stacy Whisel and Jim Everhart provide good reasons WHY B2B marketers should consider adding social media to their marketing communications programs.

As we engage marketing people about B2B social media, the conversations usually starts with HOW, whether it's externally (the technologies and channels) or internally (the company policy that governs social media participation).

Both of these are important, but what tends to be a secondary conversation is WHAT should be communicated. Maybe that's assumed, although the "wild frontier" nature of social media brings with it a lack of focus, so we don't like to assume away the need for a solid messaging plan. It's an essential part of brand guardianship in the social media arena.

What's more, there isn't much conversation about how to ensure that core messaging is conveyed in an effective manner.
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What if you were a B2B marketing manager and a media rep called on you and said, "I have just the circulation you need. Every one of our subscribers is in the industries you serve. They all have expressed an interest in one or more of the products you make or services you provide. What's more, they have actually expressed an interest in YOUR products or services. Now don't you want to invest some marketing dollars to turn their interest into leads for your sales force?"

Well, would you? Of course you would. How could a B2B trade magazine make such claims? It couldn't. But you may be sitting on a "circulation" that can. It's your prospect (or inquiry) data base. And if you haven't been cultivating it and turning inquiries into interested and qualified leads, then you've missed out on one of the most efficient marketing communications tactics you could have been using during the 2009 economic downturn.

As we turn the corner into a recovery, take a fresh look
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A recent article in emarketer cites a study of senior-level search engine marketing executives who are not satisfied with how SEM is working for them. How about you?

As you plan for 2010, you should consider techniques and tactics that will help you get more and better B2B search results - organic, paid or both. You probably think I'm going to talk about landing pages, page URLs, meta descriptions, inbound links and other arcane tips. Nope. I will leave that to my colleagues, or at least to another time.

Today I want to urge you to use the "secret weapon" that will increase your search engine marketing results. It's called integrated marketing communications. Yes, boring, traditional marcom. Except that there is nothing traditional about web-centric, digital marketing communications the way we practice it.
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While nobody is certain, it is likely that as 2010 approaches, many B-to-B marketers will be in a recovery mode. Rather than looking for ways to cut spending, it will be time to make decisions about where to invest to move the company forward.

Management will be looking for solid answers to questions such as: Where should resources be allocated for maximum effectiveness? What actions should be taken to have the greatest impact on customers choosing our brand? What will be the impact of these actions on our competitors?

But the marketing landscape in 2010 will be different. Things have changed. So the answers to these questions won't be the same as they were before the downturn.

Among the significant changes just might be changes in your own company...or your markets or competitors. So late this year or early in 2010, it could be an ideal time to do a reassessment of your brand equity and that of your competitors.
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Finally, we're seeing some early positive indicators among the headlines about the economic situation. They remind us that, eventually, things will turn around. When, how much and how fast are anyone's guess. And there may be more bumps in the road, depending on your industry and company health.

But as we make our way through 2009 and prepare for 2010, it's time to change our thought process from "marketing in a downturn" to "marketing in the recovery." But it isn't just about remembering what to do with a real budget.

Things have changed.

This recession coincided with other changes in the B-to-B marketing landscape. We think it has accelerated some changes and that the marketing landscape in the recovery will not be the same as the one pre-recession.

• The media have changed. Some of the changes are jarring - some storied print properties have gone out of existence.
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How many "Top Ten Tips" columns have you read lately, looking for a sure-fire solution for better marketing in difficult times? Are you getting a little jaded? There's the SEO or SEM expert who says you need to spend more of your reduced budget on (what else?) search. The direct mail company that says direct is the way to spend your way out of recession. The social media guru who says this new phenomenon is the way to success. While old-line publishers say it's time to get back in touch with print!

I guess it's true: if the only tool you have is a hammer, every problem looks like a nail.

There is no "one size fits all" in this environment...or any other. You need to understand how a difficult economic environment may change overall business strategy, and then make sure your marketing communications strategy is appropriately revised and aligned. Then you can revisit your budget and invest in the activities that best support the strategy.
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One of the consequences of the new marketing landscape is that, as you necessarily devote ourselves to learning new technologies and media channels, you can lose focus on the big picture. It takes time and attention to learn how to properly execute a search engine optimization program, and keep it going continuously. It takes time and attention to implement and constantly tweak a search engine marketing program for continuous improvement. And to know, understand and leverage the continuing stream of new media opportunities and techniques available to B-to-B marketers.

There are endless details and procedures involved in optimizing press materials
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