Why B2B Marketers Should Lose Control…
David Meerman Scott addressed the Business Marketing Association at their annual meeting in June 2009. One of his key messages was that B2B marketers need to overcome the fear of losing control over their marketing. Thanks to social media, B2B marketers aren’t in control anymore, and trying to control social media often backfires. David cites numerous examples of marketers who’ve tried to control social media and instead, found themselves in a PR mess. As David puts it, offline tactics–namesly buying, beggin or bugging for attention–do not work online.
If you can spare 53 minutes, it’s time well spent.
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