More and more people are turning to social media to find relevant business information. Research studies on how we use social media professionally are now also starting to turn up.

One such study is the 2009 B2B Social Media Benchmarking Study, at business.com. This study was carried out among 2393 North American professionals within B2B. This is to date the largest study of its kind.

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During the 1960s our predecessors Anderson & Lembke produced a publication called ”Technical advertising texts – how and why?”. It was meant as internal training material for copywriters.

The publication is of course dated in many ways (few would call an art director a layout man today). But on the whole, it contains thoughts and writing tips that as just as relevant today as they were then.  Here are some of them and if you are interested you can download the whole publication as a pdf. (Only available in Swedish. The ten points below are a summary of the contents)

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Cancer. A word that inspires so much fear. Although not as much today as fifty years ago. Then only one out of four cancer victims survived. Today as many as 60 per cent are cured.  A dramatic improvement that we owe to the dedication of many great men and women.

As February 4th is World Cancer Day we would like to pay tribute to one of these pioneers – Lars Leksell – who in the early 1950s decided to take on one the most feared types of cancer – the brain tumour.

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Eight out of ten b2b buyers find their suppliers instead of the other way around. This is the conclusion of a 2009 report from MarketingSherpa – an American research firm specializing in finding out what works, and what doesn’t work, in marketing.

Which is exactly why you should ask yourself the following questions: How easy/hard is it for prospects to find my company and my offering? What happens when they google my company name? Or services, products, business areas and key words that I want to be associated with?

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As online marketing rapidly develops, new expressions – acronyms in particular – appear. Some never to be heard again, others are here to stay. These are a few to keep in mind:

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A while ago a client at the agency said, “The problem with social media is that everybody wants to talk and nobody wants to listen.” It’s an interesting thought. Sometimes it feels like social media only achieve the same thing as traditional media have always done – i.e broadcast a message.

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What’s the best way to take care of customer relationships? With a trendy blog or a traditional e-newsletter?

A well-written e-newsletter that is sent out periodically creates a positive impression of your business. It helps your customers understand your offering and makes them more inclined to buy from you. But, what happens when you post the same content as a blog?

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Business-to-business is a dangerous term. It suggests some faceless interaction between two commercial entities, an objectively rational swap of some products and services for a lump of money. And on paper, when the books are balanced, that’s exactly what it is.

But what is missing from the financial records is the very human aspect to B2B. There is a personal and physical contact at the heart of the relationship – between sales manager and buyer, of course, but also between the cultures and values of the two organisations. It’s people-to-people, no doubt about it.

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