Although many people view Web 2.0 - blogs feeds, social networks etc - as a BtoC play, the study on BtoB use of online marketing and PR tools presented at the Association of National Advertiser's (ANA) B-to-B Conference last year found that in fact far more BtoB companies had embraced, and stuck to, these new tools over the last three years. 

And it would seem that B-to-B marketers that see these online platforms as PR tools - Brand Building is most frequently accomplished through blogs, second life, social networks, viral videos, wiki and their own websites.

Lead generation is more often accomplished through email, online, SEO, SEM, and video on demand

Blogs, podcasts and webinars are being used to generate Customer Loyalty.

The study showed that there is quite a big difference in effectiveness betweent B-to-B and B-to-C companies. While both have seen success from their own website, B-to-C companies have seen significantly more success from paid key word searches, online ads, and social networks, B-to-B companies have seen success in webinars.  Which makes perfect sense.

BtoB companies are much more likely to devote a higher percentatge of their marketing budget to new media platforms - as much as 20 percent.

And the biggest concern about new media for both BtoC and BtoB marketers?

Lack of experience, closely followed by an inability to prove ROI.

You can really only learn about social media by doing social media. It's not a fad.  It's not going away. If you are in marketing or PR you need to learn how to do this.  Social media conferences abound.  But in depth social media training programs over a period of time are not so easy to find.

Image: OTOinsights blog