Do B2B Marketers Really Need a Blog ?

July 17th, 2008 | by Ankit |

Its nearly 6 months of now as m sticked with a B2B portal….. I believe B2B portals are totally different from B2C Portals .. As B2C focuses on individual customers, whereas on the other hand B2B focuses on other businesses as there consumers.

A new Forrester Research study raises questions about the benefits of B2B blogs. According to Forrester, 53% of B2B companies believes blogging has marginal significance or is downright irrelevant to their marketing strategies.

The report was based on a survey of 189 B2B marketers and a review of 90 b2b marketer blogs, including those of Autodesk, BMC Software, HP, Fair Isaac, RSA Security and TIBCO Software.

According to the survey B2B Marketers are failing at blogging .. .. After counting 36 companies starting corporate blogs in 2006 among its survey sample, the number fell to 19 in 2007. This year, Forrester counted just three new blogs launched in the first quarter.

What i believe mostly B2B companies are busy with selling products due to there professional requirement, not a personal interest, passion, or challenge. Maybe that’s the only reason why Forrester found most of the B2B blogs are “dull, drab, and don’t stimulate discussion.” Seventy percent stuck to business or technical topics, and 56% were just recycled press releases or company news.

I think B2B companies are having hard time understanding blogs. Or marketers are having a hard time accepting what a blog is about and shifting their thinking.

Blogs are powerful things. A blogger’s post, a random opinion, can rank higher in Google search than a certifiable fact on a company’s web site. It’s easy to understand why marketers want to blog, but should it be a part of your company’s marketing strategy?

First, ask yourself these questions:

Do you have something interesting to say?
Does anyone want to hear it?
Do the people you want to talk to have the time to listen to you?
Can you maintain it and keep the conversation going?
Can you be open, honest, and real?

Marketing campaigns and ads are about your company and your message. Blogs are about your readers. Give them what they want, and you may get what you want in return.

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