Comments on: B2B marketing predictions for 2010

By: Doug Kessler

Doug Kessler — Tue, 10 Nov 2009 16:22:31 +0000

Nice ones Jeremy. Thanks!

You’re right, blogs are already making the leap into the mainstream (at least the good ones).
Love the emphasis on experimentation too.

By: Jeremy Victor

Jeremy Victor — Tue, 10 Nov 2009 16:03:04 +0000

1. B2B Blogs will cross the chasm. *blog* will no longer seem like a four letter word to c-level executives. “Where did you hear that…some blogger?” Blogging will gain the definition it deserves – a one to many publishing platform used to engage a community in conversation and demonstrate thought leadership.

2. Try. Measure. Fail. Try Again. It’s okay, content marketing is new. The only way to learn what’s effective is to start. Every vertical market will have its own set of tactics that will work. The leaders that emerge will have overcome the fear of failing by having effective MEASUREMENT tools in place and opening up and being honest and authentic.

By: Doug Kessler

Doug Kessler — Mon, 09 Nov 2009 15:06:02 +0000

Excellent comment, Carlos. Thanks. Of course, you’re right – Lead Management is a lot more than Lead Nurturing.

By: Carlos Hidalgo

Carlos Hidalgo — Mon, 09 Nov 2009 12:34:15 +0000

I like the post and think a lot of these will come true. As for an additional prediction, I would add to the lead nurturing component in saying that lead management process development will begin to take root in more organizations. Lead nurturing, while a component of lead management cannot stand alone. The overall process is not individual silos, i.e nurturing, but has to be looked at holistically and take into account:

- data
- lead planning
- lead routing
- lead qualification (including scoring)
- lead nurturing
- metrics
- automation

Without looking at the other components that have an affect on lead nurturing, the nurturing programs will fall short.

One other thing to note is that when this process is developed properly (with both marketing and sales involvement) organizations do see the “gap” between the two groups go away. As there is now a process as to how the groups will work together and communicate.

I think 2010 holds great promise for B2B marketers and believe there is no better time to be in this space!

By: Doug Kessler

Doug Kessler — Sun, 08 Nov 2009 22:44:10 +0000

Thanks Billy – We’re very positive about 2010, too. In tough times, B2B marketers tend to cut the stuff that doesn’t work (or can’t prove it works), leaving more budget for the stuff that does. That’s why we’re seeing more content marketing, more web video and (we predict) more lead nurturing.

Thanks again for your comments.

By: Billy Mitchell

Billy Mitchell — Sat, 07 Nov 2009 19:54:35 +0000

First of all, i hope your wishes come true about “personal brand coaches” and I’d add in “life coaches” too but that would eliminate half the world’s population so maybe not.

You guys at Velocity are way ahead of me with many of your ideas, so thanks for the more serious “previews” too. I enjoyed your B2B Content Marketing Workbook and agree with your prediction about web video for B2B as
a smart part of the mix.

Since you focused your predictions on 2010, how do you think the economy will influence B2B marketing?
It certainly had an impact this year on budgets. From my first-hand perspective, B2B Marketers, and client-side marketing departments are waking up to the fact that it’s time to wake up. If the pie is smaller, market share is more important than ever.

I am very optimistic about 2010.