Technology & InternetHow B2B and Technology Marketing Runts Climb to the Top of the Pack

B2B and technology marketers are at a disadvantage when it comes to reaping the benefits of social networks. How do you reach the top?


Same Language, Different Dialects

Marketers are accustomed to hearing new terms to describe what we already do. We are also attuned to learning about new processes that can help us tweak and improve our marketing strategies. A good marketer constantly has his or her eyes and ears open, gaining inspiration from respected colleagues, influencers, competitors and the stimulating world around us.

But what is there to say about the different types of marketing? At the end of the day, does it matter where we work or in which professional industry we reside? 

Does the auto industry corporate marketer face the same challenges as the marketer of a plastic manufacturing company? Does a marketer for the baby clothes retailer formulate his or her team’s strategy the same way as the marketing team whose employer promises a technology to make email sorting more efficient?

While the same principles may guide us, whom we represent effects how we do our jobs. Tailoring these general guidelines to fit into the specific framework of our client’s needs is the nature of our work – and what separates us from our competitors within the same market.

The World is Flat (But Not Really)

Social media has leveled the playing field in the sense that online marketing – at least in its most basic form – is free for everyone to use. Marketers should be able to equally benefit from these large and active social networks, in which every company (from Coca-Cola to the Mom & Pop Deli down the street) has the same opportunity to influence their target groups. Right?

Wrong. Social media is like anything else in our capitalistic world: what can be taken for free can also be bought; and the companies with the deepest pockets have the largest advantage. Yet, small companies are not the only ones who struggle with online marketing.

B2B and technology based companies who rely on the consumption and sales of other businesses often have a hard time navigating the expansive social sea. Common roadblocks include:

1. How can I be heard within social networks in which the chatter (and interest) has little to do with business?

2. How do I reach my target group when they do not actively engage online?

3. How can I convince my boss that, despite questions (1) and (2), investment in becoming a social business is essential for the company’s survival?

It’s a tricky bundle of questions, but the answer lies in one thing: finding and utilizing networks that make sense for your specific marketing needs.

[Note: You are also a marketer if you are the owner, founder or otherwise member of a small company that is attempting to expand its brand awareness and social influence. Do not let the label mislead the relevance of these themes for your business development.]

It’s All About the Dollar, Dollar

It doesn’t take long for a marketer (or the person in charge of the marketing budget) to recognize that even “free” social media sites require a meaningful financial investment. It takes time to formulate a social business strategy, it takes the work of talented employees, and it takes commitment to manage and reevaluate the marketing systems once they are in place.

It is for these reasons that the network(s) where you choose to invest your time, energy and resources must be the right social network for your particular business. It might very well be that the networks your office neighbor (and fellow entrepreneurial buddy) has found success in, are not right for you. 

Why Go to the Apple Stand When You Need Bananas?

What we social media runts are looking for is relevance. Social networks that will be most effective for B2B and tech enterprise newcomers are those that host relevant professional communities, discussing relevant topics - at times that relate to your ability to provide relevant solutions, knowledge and insight.

The specificity required by this strategy can exist within pockets of larger social networks, but whether hunting for these relevant business people and conversations in large or small networks – marketers must remember to stick to topics that relate to their business, to be active, and to be consistent.

Find yourself the right piece of land and mark your territory. 


ProfErin NelsonexploreB2B GmbHCommunication & Marketing Manager


Carlos Alberto Hernández Peñaloza - RAEE(e-WASTE)-SOLIDOSCarlos Alberto Hernández Peñaloza - RAEE(e-WASTE)-SOLIDOSUso del tiempo y experiencia

El ser humano ha tenido la NECESIDAD como parte de su genética, de la información: es una comunicación de doble vía: envió y recepción de todo tipo de datos que son siendo necesarios para la vida diaria, para desarrollarnos como seres sociales que compramos, vendemos, desarrollamos, creamos y destruimos.

La clave puede ser el tiempo, la palabra que ya no se tiene en cuenta, y con los vertiginosos desarrollos de las nuevas tecnologías, cada vez estamos mas inmersos dentro de un formato y estilo de vida, donde queremos siempre que todo se adapte a nosotros, a nuestras necesidades y miramos los problemas, carencias y necesidades de manera lineal y siempre esperamos que al frente tengamos una respuesta o una soluciona a nuestra necesidad y que sea dado por alguien o algo.

Una opción es empezar a cambiar la manera y la forma como hemos venido utilizando las redes sociales como una excusa para conocer del mundo en forma global, sea como pasatiempo, o ser un poco frívolo y conocer la vida de las demás personas, sin haber aprendido a aprovechar la gran ventaja de estar conectados entre todos, es una herramienta normal en donde solo debemos pagar por el servicio de utilizar el acceso a Internet, a todo momento y en todo lugar, dejando de aprovechar el conocimiento y experiencia que cada uno de nosotros tiene, para tener una retroalimentación y aprender a utilizar el conocimiento colectivo a nuestro favor al momento de suplir una necesidad, resolver un problema o hacer una elección sobre una decisión presente o a futuro que debamos tomar.

Es un proceso en el que deberemos invertir paciencia y tiempo, dando el primer paso aquí y ahora para ir logrando los objetivos de crear mejores espacio para hacer un mejor y mas dinámico uso de la información en tiempo real, dependerá de la forma de vivir y trabajar de cada uno de nosotros.

Intertarlo es un buen ejercicio para tener un mejor estilo de vida, aprovechando las facilidades y ventajas de los avances tecnológicos a nuestro favor.

Erin  NelsonErin Nelson

Hola Carlos - Mi español no es suficiente para dar una respuesta bien pensado. Pero, tu tienes grandes ideas y te doy gracias por tu comentario.

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Lyndon JohnsonLyndon JohnsonWhy Go to the Apple Stand When You Need Bananas?

I think this is a major problem for most small and medium-sized businesses when thinking about marketing, PR or social media - they only have access to one stand. Generally, it doesn't sell what they want, so they are forced to buy something they don't really want and which won't deliver the value they need.

In terms of free vs. paid, there are still lots of things that can be done [both traditional, online and socially] that cost very little. They may not be completely free [what is] but often it's the idea that is the key. Get that right and you'll find that the rest can be done at relatively low cost.

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