B2B Marketing Blog

Written by The Mezzanine Group
on March 28, 2010

I was at a presentation on Tuesday night about social media. A major theme of the discussion was that the ‘traditional ad agencies’ will never shift to social media because they are too used to making money in other ways and too resistant to change. The drive towards social media is always coming from the client, and if the traditional agencies move in that direction, they do it slowly and reluctantly. It got me thinking about one of our clients, a very cool designer and fabricator of massive retractable roofing systems. They have an analogous situation in which the buildings they design are almost always requested by the end user (the developer). While there is an architect (ie, an agency or intermediary) in charge of the building, it’s rarely the architect who pushes for the new and innovative roof.

It got me thinking – are intermediaries always resistant to change? It would seem that their role and the reason they get paid is to drive change, provide best practice and expertise. Maybe that’s naïve on my part. Who are some intermediaries who drive change?

You may also like:

How To Prevent 3 Common Lead Generation Mistakes That B2B Marketers Make

When lead generation is running well, everyone is happy - the sales team, company management and marketing leadership le...

Canadian Manufacturers: Your 5-Point Check List Before Jumping Into Social Media

Although Canadian manufacturers have tended to have a lower adoption rate than other industries for social media, every ...

Is Google+ worth it for business to business?

Google, Google, Google. Every online marketer has a portion of their life dedicated to obsessing over Google and everyth...