If you are lucky you have all of your holiday gift shopping finished.  Even luckier if you have all the gift wrapping done.  For me, the gift wrapping is the most challenging part.  Not every gift is a perfect rectangular size, or fits neatly in a department store box.  So thus the dilemma begins.  How do I wrap this gift and make it look appealing enough so that the recipient will surely think “what beautiful wrapping, this gift must be something special.”?  This dilemma is not that different from the challenge B2B marketers face. 

The vehicle that is used to deliver the message is just as important as the message itself.  If you receive a really great gift, but it was half-wrapped in a trash bag with duct tape all the way around it, you would get the sense that the person giving it to you just didn’t have great wrapping skills, or didn’t want to take the time to deliver 100% satisfaction.  When it comes to B2B marketing, you really need to use the right media vehicles to deliver your message.  Proven mediums continue to evolve and new innovative technologies are playing a bigger part in the B2B world.  As Web 2.0 continues to grow, we have begun to take a look at all the new mediums that can be used to reach an audience.  According to a recent study by Knowledge Storm (http://www.btobonline.com/article.cms?articleId=30153), video and webcasts are two technologies that are gaining momentum.  Some of the other online vehicles may not have all the ribbons and bows on them quite yet, but we will continue to monitor how to best deliver messages in the B2B market.