Company’s persevere. They adjust when times get tough. Make gallant efforts to search for new business when prospects get better, and adapt to new technologies as trends in their category change. Everything is manageable as long as companies understand the parameters of how they need to adapt, but most tend to get blindsided when expected to adapt in areas outside of their wheelhouse.
Marketing is usually that area.
Marketing experts within companies are expected to keep abreast of opportunities within their industries to promote themselves. Most are able to accommodate that, but with increased workloads, demands from their sales divisions and the need to adhere to successful (or familiar) plans created the prior year, new initiatives like social marketing, SEO and an entirely new world of marketing on smart devices have eluded most. While some may consider it a tough prospect to compete in this new world where the certainty of print, trade shows and direct mail have suddenly waned, those with a little bit of understanding of new media channels see them as an opportunity.
The marketers who strike first are usually the ones who find their bearings early on. While no one can be sure how Pinterest or Google Plus will benefit the bottom line of B2B companies in a variety of spaces, it is a necessity for companies to mine these new channels and see for themselves what kind of opportunities might exist.