Riding Web 2.0’s Wave of Disruption

Today’s media landscape is shifting so quickly, the previous revolutionaries are becoming the old guard. Here at Bulldog, we’ve been in a position to observe (and take advantage of) the shifting tides, as traditional media companies come to terms with the impact of online media, and online media companies, in turn, work to define themselves in the face of blogs and social networking.

Prospects are more in control of their experience than ever. And that makes driving a specific call to action such as registering for a lead-generation webinar more and more challenging. Email is still an incredibly strong vehicle for promotion—it’s my go-to for promoting Bulldog’s own lead-generation webinars and that’s not going to change any time soon—but the proliferation of web 2.0 functionality has really changed the mix. The equation isn’t an easy one to figure out. Where does our blog fit in? What about the 7+ million blogs out there in the blogosphere? How can we use LinkedIn to drive people into our pipeline? And perhaps most important of all, How do we apply measurement and benchmarking to this evolving space?

It’s not just an academic discussion. As a marketer, I’m feeling this pain every day.

One terrific benefit of being Bulldog’s field marketing manager (I mean, besides the discount Costco membership) is the ability to translate my own marketing pain directly into field marketing programs that help my fellow marketers address theirs. I’m excited about two webinars in the next few weeks in which social media experts tackle the questions I mentioned above.

With our partner Social Media Today, Bulldog is sponsoring The Art and Science of Forming Successful Online Communities, a panel on building online communities and transferring some of the lessons from the consumer world to B2B marketing. And BtoB Online has a webinar this week, Beyond the Mainstream: Reaching IT Pros Through Social Media, a live presentation that will help IT marketers take advantage of the changing environment.

—Amy Bills