Top Trends for B-to-B Marketing for Godfrey's B2B Insights Blog

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January 17, 2008 | 8:51am

Top Trends for B-to-B Marketing (Russ Green)

In the lead article in the December 10 issue of B2B magazine, Kate Maddox outlined “the top 10 marketing trends for 2008, based on interviews with marketers, ad agencies, media executives, analysts and other industry experts.” Read article.

The top 10 are green marketing, globalization, the shift to online, customer in control, embracing web 2.0, improving operations, targeted and personal events, integrating media platforms, going mobile and blended search.

The marketers interviewed include top tier marketers such as Boeing, Caterpillar, FedEx, GE, Hewlett-Packard, IBM, Intel, Microsoft, Oracle, Siemens and UPS. But what about the rest of us? (Okay, we’re an agency but we came from and still serve primarily non-top-tier B-to-B marketers. You know – the real world.)

We think the top 10 list is on target. And it validates the time and effort we invested over the past year to help B-to-B marketers deal with these challenges and leverage the opportunities. Read more.

What do you think about the Top 10? Do you agree with them? Are there other challenges you think are more pressing as a B-to-B marketer? Join the conversation!

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January 18, 2008 | 6:58pm

L. Baird writes:

There is a host of data that illustrates the effectiveness of direct marketing in the B2B arena. Mobile marketing simply goes one level deeper. Whether through SMS text messaging, WAP sites or other means, going mobile improves the likelihood that your message "breaks through the noise" to businesses, employees and their customers in a world where we all share greater pressures on our time. The trick is, of course, knowing your audience, focusing the message, integrating the campaign and staying true to the brand. But in a growing $1.8B global market (ABI research - 2007), we should all pay attention.

January 17, 2008 | 11:06am

J.Leigh writes:

Web 2.0 and mobile are being adapted as part of people's everyday lives. And the lines between work lives and personal lives have blurred. As people's comfort with, and demand for, these technologies increases what is real B2B may become the same as what is real life.

January 17, 2008 | 9:28am

Dave J. writes:

Russ, I'd still say web2.0 and 'going mobile' are way out of 'real B2B' marketing scope, maybe forever. A lot of us are still working on 'shift to online'.