What will be the "hot topic" in the b2b marketing blogosphere this year?

I'm not sure whether it'll be the hot topic of 2011, perhaps rather 2012 or 13: Managing and cultivating communities of influencers. This is the obvious direction B2B communications and marketing are going, where search, social and mobile media converge. In other words, companies will focus less ruthlessly on being found by unknown searchers entering given keywords, and more on influencing and interacting with the right contacts. I would compare it to a systematic approach to word-of-mouth.

Companies have traditionally thought of word-of-mouth in terms of conventional PR outreach, customer testimonials or case stories and/or the occasional product development partnership. More systematic word-of-mouth means building a network of semi-formal relationships with key partners, whether they be in new media, product development, customer side, etc.

The suite of cloud and web-based sales and marketing applications are striving to bring this kind of thinking into the picture, but each one does it in a fractured way. The job for marketers now must be to take these disjointed societies and coordinate them, guide them and nurture them. That would be a suitable hot topic, but - as mentioned - maybe not yet this year...

The marketing skills gap and how to address it. B2B marketers are challenged to capture the attention of executive management team.by delivering results that drive revenue. The entire marketing team needs a command of metrics and analytics that clearly show the value of marketing automation and lead management. The problem is that those marketing team that have that command are in the minority.

The skills and "know-how" gap reminds me of the gaps that existed in the 70's and 80's with MRP/Manufacturing Planning and the 90's and last decade with supply chain and LEAN manufacturing.practices. The concepts, practices and supporting technology preceded wider spread adoption and competency by decades.

I believe it is time for B2B marketing bloggers and think tanks to focus on how we address the competency gap with certification programs that raise the marketing IQ across all industries.

As the year progresses, there will be less talk about marketing automation, scoring and inbound marketing and more talk about strategic account development and management. Marketing automation will still be hot - and there will be a lot of MA deals done in 2011 - but the rush toward MA and the hand's off approach that results from its use will give way to a more balanced, integrated and intelligent marketing process.

I agree with Dan. I think this is the year of B2B marketing execution... when we get past content and automation, and move into authentic connection and conversation. This is blurring the lines between Marketing and Sales, and each business will have to sort out who does what, when the hand off occurs, etc. Job descriptions and task labels are less important than the recognition that successful social media marketing requires follow through, and that it's labor intensive, and someone needs to be responsible for it.

I agree with Chris. If I feel overwhelmed by the amount of "in your face" advertising that I never respond to anyway (can't tell what's a scam or not so why bother with any it?), I'd rather get the data I need when I need it using Google.

It's a simple matter. Companies that make a point of creating unique, niche content that actually serves their target market, and ensures that content can be found using best practices in SEO, along with decent Inbound Marketing, will be utilized by consumers. Those companies that fail in these matters and rely only on traditional media, will find themselves shut out.

They won't be shut out because they are bad or good. They just won't be in the same room as their target market. Minimally people need to be using social networking tools like Facebook so they can at least be found. Or Google Place Pages, or something. Even if someone can't afford a website, just by representing themselves where people are mostly looking (Google Search) gives them a fighting chance.

Here's an article I wrote for insurance agents about Google Places. If you're reading this thread and are wondering how to get represented online, Google Place Pages are easy and don't require constant upkeep like a blog, etc. Hope it helps. http://www.producersesource.com/marketingpage/google-places-is-the-new-%E2%80...

What are the returns on social media?

B2B customer intelligence will emerge from the shadow of the big MA vendors and become a technology in its own right.

We are all busily nurturing the wrong people - the people who have given us their email address. We need to step back and say:
Who are our customer companies - size of company, type of company, vertical market?
Who are our customers within them - Job categories of decision makers and influencers?

We need to open conversations with the right people in the right companies, not just nurture someone who isn't even involved in the decision.

In the first part of the year the chatter will be about the fact that Email is going to be increasingly hampered by the new Do Not Follow tools in browsers. Something similar will happen with Social Media. That kills the old fashioned Marketing Automation tools stone dead.

But intelligent Marketing Automation will emerge into the forefront.