Most business-to-business marketers have a very long to do list for 2008. And if the predictions of BtoB Magazine and others are right, embracing Web 2.0 is probably still on that list.

But what embracing Web 2.0 means isn’t just a matter of subjective semantics, a definition varying with each pundit’s proclamations. How you incorporate new interaction techniques should vary with your company and objectives, but most importantly, the individual segments of your target audiences.

Remember that your web site serves many different audiences, all with different goals. Some visitors are just starting to research products, others are looking for service and support, while special groups like journalists, partners, and investors, are interested in a getting information quickly and getting on with their tasks.

How can the technology and devices associated with Web 2.0. better serve your b-to-b audiences? These features need to be integrated into the total web site experience, not just tacked on for the sake of having them. Consider Jakob Nielson’s warning that Web 2.0 can be dangerous, adding complexity that your site, and your audiences, might not need.

You can call it “more Web 2.0” on your planning list, but it’s not a technology budget item to be approved and checked off. It’s about fostering an environment of collaboration, productivity, and communication on your web site, figuring out how your company can function online to support your users.

In 2008 and beyond, creating a great web site experience is not about new and novel. It’s about meeting needs.