It’s no secret that modern B2B marketing is all about the web. B2B marketing is actively being shaped by the power of the Internet as a resource and researching tool for prospects and buyers alike.

Add another layer of change when you consider the ability to share information in real time, and modern marketing can get complex quickly. In this ever-changing environment, sometimes it feels difficult to stay ahead of the game---but it’s vital. To accomplish this, it’s pertinent you stay adaptable.

Follow these three ways to acclimate to the real-time web and the way it’s changing B2B marketing.

1. Provide Relatable Information

Your customers are no longer waiting for information to fall into their lap. Instead, they’ve taken to the real-time web to search your company name, products and services. They’re gathering information and forming their own opinions based upon what’s at their disposal.

Many B2B marketing websites are relatively static. You may add new product updates from time to time or updated copy every so often, but for the most part, new content isn’t added on a regular basis.

B2B blogs and social networking sites allow marketers to add new content weekly or even several times a week. By consistently posting interesting, informative information, organizations will encourage prospects to regularly visit the blog in search of fresh content. Plus, frequently updated, optimized content can help improve a website’s visibility in the search engines.

2. Engage In Seed Nurturing

Lead nurturing campaigns used to take place after prospects landed on your site and entered your database. However, qualified prospects are now visiting your site or social media sites anonymously before you ever have their names or information. Seed nurturing allows you to build relationships with prospects before they you have any information.  Thanks to the real-time web, you’re able to relay valuable resources to these prospects, helping shape their decision-making process.

Use social media to share educational and resourceful white papers, links and articles. Your ability to provide facts, research, updates quickly and rapidly will help facilitate your placement as a thought leader of your industry.

3. Practice Online Reputation Management

The Internet now provides a rich arena for brand monitoring; the marketing analytics possible to report on are robust.  But there is equal potential for the real-time web to either praise or “flame” a brand digitally. Forums, comments, tweets and statuses can turn open-ended text boxes into a weapon or praise. To help ensure you’re receiving the latter, there are a lot of ways to correct and respond to any negative brand mentions. The real-time web gives us the opportunity to leverage brand ambassadors and B2B marketing tools to track our brand and increase awareness, while controlling any negative mentions.

Now that you know a few ways to adapt, it’s time to put these ideas into implementation. If you haven’t already, develop a social media plan and find out what’s being said about your company and products.

Want to learn more about social media marketing for the high-tech industry? Join us Oct. 26, 2010 in San Jose for SocialTech 2010—the only conference that's all about social media for B2B high-tech professionals.

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Maria Pergolino works as Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six. Maria has a Marketing Degree and MBA from the School of Business at Rutgers University, is a Salesforce Certified Administrator, and a speaker at numerous marketing events. She is the author of the most success social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, including frequent contributions to Marketo's popular blog, Modern B2B Marketing, found at You can reach Maria at or For questions about marketing automation please email