Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media.
As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment:
“Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. For customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. The utility would be in making that easier to do than it is now (going to vendors for customer references, calling up their networks of peers for recommendations and advice, sifting through analyst reports and trade magazines, going to trade association events). Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn). Online communities try to offer it all in a box, but I don’t see much utility there except for technical people looking for solutions to specific software and hardware problems. For the real customers of complex technology solutions, it doesn’t seen like utility will ever come through an app, unless that app links to a much deeper, rich experience that combines all of the things mentioned above. Perhaps we need to wait for the second coming of Second Life for that.
Awhile back, I tried to get at this concept, though much less elegantly than Joel, in terms of how B2B could make use of mobile apps. I wonder if anything has changed since I wrote it. I’m not seeing the killer app for B2B utility emerging yet. Are you?