Sure, social media is the hype machine’s flavor of the moment. But let’s face it: A lot of Web 2.0 applications just aren’t scalable for effective business-to-business demand generation.
Most B-to-B marketers are on the hook to deliver a steady stream of qualified leads to field sales forces and channel partners. Reliable workhorse media that produces a predictable lead flow is essential to help salespeople make quotas and get shareholders expected returns.
For the most part, the new media are still behaving like PR tools