Do consumer marketing methods work for B2B?

There are probably far more similarities than differences between consumer and business-to-business marketing methods. One big difference is the size of marketing budget, so when new and inexpensive communication means are adopted in the consumer marketing space it is well worth taking note. It is often remarked that the Internet has enabled small businesses, through access to the same media as major global brands, to be on a 'level playing field'.  Whether small businesses enjoy the same visibility as their big spending competitors is another matter. So when consumer companies start claiming success with social media maybe it is time to discover what is working for them. Where web sites once caused businesses to clarify and detail more carefully exactly what they were selling, so the very nature of social networking will demand more openness - probably much more than many are prepared to concede. Businesses already unwilling or too nervous to publicise any reference to customers, projects and business initiatives will probably find this a step too far. In traditional public relations it is still customary for a press release to be minutely scrutinised for accuracy, legal concerns and customer approval for example. This can take some time. But Web 2.0 tools such as blogs, Facebook and Twitter require not only a quick response, but a non-corporate one if  'followers are to be kept interested. So what is the benefit of Twitter when communication is restricted to just 140 characters? Well it seems some editors are actually asking for news to be sent this way on the grounds that if a news story cannot be made sufficiently intriguing in 140 characters, then it is probably not of interest to them. Twitter certainly offers a useful way of issuing not only news headlines, but also links to the full story which can reside on a blog or a Virtual News Office. It offers a far faster route to news publication than through traditional print media.  It can also be used for exclusive offers, coupons, discounts and promotions - the success of which can be measured. Other companies are finding Twitter useful for proposing solutions to customer problems and offering demonstrations. It seems with the advent of real time search and inclusion in Google search results, Twitter may be a useful addition to the b2b marketing portfolio.