Buyer 3.0 (a.k.a. What Social Tells You About Buyers)

The klaxons are ringing in corporate halls. To use an old praise, someone “moved the cheese”.  Marketing programs are struggling to consistently produce qualified leads that convert; prospect conversations are more challenging; customer co-creation expectations are wreaking havoc on product roadmaps; and customer service has lost control as customers turn to social media and peer-groups for help.   What’s happening?  The adoption of social technologies moved the “cheese” and heralded in the arrival of Buyer 3.0.  

Tipping Business (and our Economy) toward Growth

Tipping Point The market’s response to the S&P downgrade of American debt was panic.  The ‘Great American Downgrade’ is what I’m hearing it being referred to.  While the pundits argue over whether it was a ‘crash’ or a ‘correction’, the Senate, ironically, debates opening an investigation into S&P’s “irresponsible” act.  The looming question of whether this will trigger a double dip recession depends on how we look at the future. A glass can be either half full or half empty; it all depends on your perspective.  In the frenetic world of 7x24 news, social media, always-connected jobs and maxi-multi-tasking lives we often lose perspective.   It is as if we’re racing through a forest as fast as we can, seeing only the blur of the trees and believing we’re on the right trail.  

How Madmen Lost Their Mojo

So how do we turn this credibility situation around? The answer is not to relegate Marketing to a tactical role. That spells disaster in a market climate where B2B buying is social, transparent and trust-based. Marketing’s turnaround begins by changing “how” it communicates internally. Stop listening to the pundits on what marketing should report on, instead listen to the questions peers, investors, and employees ask… Read the complete post on Forbes.