Top B2B Marketing 2.0 Luminaries to Follow in 2010

Adam Needles’ list of luminaries that have new and innovative insights for ‘propelling’ B2B brands in 2010 — where you can learn from the best and brightest in the B2B marketing community.

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Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’

In this Q and A with Propelling Brands, IBM executive Sandy Carter talks about her new book, The New Language of Marketing 2.O: How to Use ANGELS to Energize Your Market, which delivers a ‘tool box’ for marketers — presenting a normative framework, together with numerous case examples from companies in a variety of B2B and B2C industries, to help marketers think through integrating social media into their existing marketing programs.

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Deploying Social Media for New Product/Service Development

What is the best way to approach social media as a tool for marketing research and to innovate the new product/service development (NPSD) process? What is a framework we can use to better match social-media platforms with our objectives for garnering customer insights? Adam Needles presents a working framework for thinking about approaching social media in an NPSD context.

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Marketing Personalization 3.0 – ‘Co-creation’

The future evolution of marketing personalization and the shift towards co-creation will not happen overnight; however, it is un-arguably happening. Normative frameworks, customer needs and technology are converging to make this possible. Marketing Personalization 3.0, through co-creation, offers the ability to improve customer-brand engagement, increase marketing ROI and fundamentally upgrade the profitability of many businesses. Adam Needles helps marketers remain aware of this evolution, look for opportunities to integrate co-creation into their marketing and be prepared to embrace technologies, such as semantic analysis and social graphs, that will help them better connect with their customers efficiently and effectively.

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Who’s Propelling Ideas … Hayes/Malone on Marketing 3.0

What do Tom Hayes and Michael S. Malone mean by Marketing 3.0? Hayes and Malone argue that marketing participation on the modern Web and in social media platforms requires a new marketing mindset. “A very different set of tools, concepts and practices is needed. Call it Marketing 3.o.” Adam Needles examines this premise and relates it to key evolution in brands and marketing.

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Building a Sustainable Internet Marketing Presence

How do we build a sustainable Internet marketing presence? Adam Needles looks at the core challenge of Internet marketing. Are we investing in campaigns that are little more than one-way ads/brochures online with diminishing returns, or are we investing in a long-term marketing presence that will establish a foundation for growth, that will really stir the passion of our customers and that will, as a consequence, be self perpetuating over a longer period of time? This is an issue that impacts not only the strength and life of our brands but also the ROI from our marketing investments.

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Marketing Personalization 2.0

The whole point of marketing is to build a relationship between a customer and a brand through which both the customer and the company behind that brand derive benefit. It is a direct, one-on-one and mutual commercial exchange; for the customer, the brand is experienced at a very personal level. Yet so much of marketing practice and technology infrastructure seems to focus on de-personalizing and scaling marketing communication to as large of an un-segmented population as possible. Adam Needles examines how marketers can make both scale and personalization co-exist as hallmarks of every marketing program?

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Who’s Propelling Ideas … Valeria Maltoni on ‘Organic Marketing’

Adam Needles discusses a recent blog post by ‘Conversation Agent’ author Valeria Maltoni in which she highlights the emerging concept of ‘organic’ marketing. He also relates this post to ideas advanced by other thought leaders, including John Rotheray (participation marketing) and Scott Cook (contribution marketing), in the context of how marketing is changing to better embrace customer involvement, build sustainability and integrate brand community in marketing programs.

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Changing How You Think About Marketing to Your ‘Mobile’ Brand Community

Adam Needles opens a dialogue about marketing to increasingly ‘mobile’ brand communities. He focuses on four points as a starting place for marketers: (1) understanding brand communities; (2) placing brand communities at the center of our marketing strategies; (3) recognizing the challenges and opportunities inherent to mobile marketing; and (4) asking the right questions as we evolve our marketing programs to better target our mobile brand communities.

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Who’s Propelling Rumors … WSJ Claims “Marketers Cut Back on Digital Media”

Adam Needles comments on an article by WSJ reporter Emily Steel in which she claims that there is a coming demise in spending on digital and new-media initiatives by marketers in the US.

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