For Interactive Marketing Professionals

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	June 9, 2008 (updated June 10, 2008) Working With Web 2.0 Startups Unlike B2C Startups, Many B2B Startups Are Great Partners For Marketers by Josh Bernoff with Charlene Li, Shar VanBoskirk, Emily Bowen	Average: 8  (1 rating)

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Executive Summary

Hundreds of consumer-focused Web 2.0 companies have sprung up, but most struggle to attract traffic and monetize it. This is why some worry that Web 2.0 is a bubble. But much of the current value in this market comes from corporate applications; many startups that help with those are thriving. Interactive marketers should adopt two guidelines for dealing with Web 2.0 startups. First, ignore consumer-facing startups, except those that already have big audiences, like Facebook, Twitter, Digg, and Ning. And second, create relationships with business-facing startups with a proven track record for helping marketers accomplish one of the five groundswell objectives: listening to, talking with, energizing, supporting, and embracing customers. When working with these vendors, start small, plan for growth, and make sure you have a contingency plan in case your partner goes under.

This is an excerpt

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