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DIGITAL MARKETING: Eight principles of web 2.0


Like many marketers that sell to other businesses, I am faced with the following issue: expectations for online interactions are changing dramatically. So how is this going to impact B2B marketers?

For my answer, I tried to find a Web 2.0 B2B marketing expert. I spoke to agencies claiming to be Web 2.0 agencies, but all their work was consumer-facing and it was more traditional interactive marketing than anything Web 2.0. I looked for someone that had figured it out, and came up empty. Eventually, I realised we had to come up with something ourselves. So I gathered our experts and we worked through a number of sessions to apply our consumer learnings to the B2B world. We came up with the following eight principles.