Tips, tools, and best practices for B2B marketers.

Web 2.0 means nothing without Customer 1.0.

Jeeeeze. In that last few days I've come across a bazillion new terms related to the "2.0" phenomenon.  Everything from the ever-popular Web 2.0 to Sales 2.0 to PR 2.0 and finally Feedback 3.0.  I'm so 2.0ed out.

I'll admit, I'm guilty of throwing out the Web 2.0 lingo too and I do get jazzed about all the changes the new technology brings to marketing.  But as marketers we have to be careful not to become enamored with the technology and lose focus on what it allows us to do - that is, focus on what the buyer wants.

Web 2.0 - new.  Giving your buyer what they want - not new.

At the risk of adding another option to the Bullsh*t Bingo card, I'm going to throw out a new term - Customer 1.0. 

Customer 1.0 is centered around the concept that fundamentally what customers/prospects want hasn't changed since the first Cro-Magnon man bartered for more cave space.  Basically, they're looking for a solution that fits their unique needs.  They want helpful, relevant information, detailed specs, an understanding of how it all works, and who the people behind it.

What has changed is they want more information than ever before and they have more sources from which to get it.  They expect vendors to provide it, and those who don't are less likely to get invited to the table.

Customer 1.0 combined with Web 2.0 is about better serving your customer.

The technology may be new.  The power of online is relatively new.  But the benefits of Web 2.0, in terms of marketing, should be thought of in terms of what it allows you to do for your customer.

Used correctly (and strategically) marketers should embrace Web 2.0 technology to better server their customers.  By focusing on Customer 1.0 you'll be able to select the best Web 2.0 tools to better serve them.


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