Executive Summary (This is a document excerpt)

B2B CMOs need to pay attention to social media because, like it or not, Web 2.0 will find its way into the 2008 marketing mix. Most marketers pick technologies like blogs or communities first instead of focusing on what they want to accomplish. Smart executive marketers recognize that social media work best when used to listen to customers talk about ideas, concerns, and desires — and not for selling. They also make sure to execute online tactics like search and email marketing faultlessly to keep the lead generation pump primed while integrating social tactics into 2008 marketing programs.

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