• by Gavin O'Malley  @mp_gavin, October 23, 2008

Business-to-business marketers' interest in social media and Web 2.0 services have increased dramatically over the past nine months, according to a new study from Forrester Research.

When it comes to program spending and execution, however, B2B marketers cling to familiar approaches, according to the Forrester survey of 189 marketing professionals in seven different industries.

The majority of survey respondents--60% or more--report using conventional lead-generation digital tactics such as e-mail newsletters, Webinars, microsites, and online display ads in their marketing mix. Far fewer--31% or less--have begun to use tactics like blogs, podcasts, and social networks as new ways to engage buyers and foster community conversations.

In addition, poor business practices threaten many opportunities within this burgeoning channel, according to the report's chief author and Forrester analyst Laura Ramos.

"To avoid alienating these socially adept early adopters, B2B marketers should focus on audience and objectives first and avoid deploying social technologies as just another communication channel customers will choose to avoid," said Ramos.

Some business marketers plan to shift next year's program dollars to social media at the expense of tested lead-generation activities such as trade shows, PR, and direct mail.

Overall, however, less than 10% of respondents say they include widgets, mashups, advergames, mobile ads, or virtual worlds in their marketing plans. "B2B marketers lack confidence that these tactics engage prospects and turn them into opportunities," Ramos wrote in the report.

While 25% of respondents think social networks and online communities help to build brand awareness, they can't connect these tactics to the sales pipeline.

What's more, respondents in the Forrester survey apparently did not know how to size or measure the impact that social media has on buyers. "While they see Webinars, microsites, and rich media apps delivering qualified leads, respondents scratch their heads about the value that viral video and social network marketing provide, with 31% saying it is 'too early to tell' for social networks and 68% saying the same for video marketing," according to the report.