In the early days of B2B marketing, the concept of engaging the customer in dialogue, let alone allowing the customer to drive the conversation, would have been both foreign and frightening. Things changes with the Internet now opening channels of communication and customers demanding more information to help them make informed decisions.

The B2B marketing world was late to embrace the Internet as a marketing and communication channel. They’re still trying to catch up – with many fumbles, however. Case in point – B2B firms announcing increases in their marketing budgets towards social media. Or Paid search. » Read more: Online B2B Marketing – Today’s Challenges

In a recent article from eMarketer, “Is Social a Source for B2B Leads?”, a survey from Leadforce1 was highlighted which showed that social media was not producing the kind of engagement that drives leads.

This was never a surprising revelation to me. I stand firmly by my assertion that social media will not be a driver of B2B leads. One social mode of engagement that might succeed in the B2B universe might be a closed or semi-closed online forum where B2B buyers or customers engage each other about their experiences within their industry. » Read more: 4 Reliable B2B Lead Gen Tactics