“This whole Web 2.0 thing is crap” says Mike. “At the end of the day the sale gets made by one person talking to another. A couple of guys sitting around in t-shirts blogging about how they hate Dell aren’t going to make a difference. Look at me. I’m at a tradeshow meeting real prospects, getting lead cards, and doing it all the old-fashioned way”

Which begs the question, what is the utility of Web 2.0 tactics for B2B companies? If you Ask Dave Taylor his answer is there is no such thing as B2B, because the people in the B are really Cs, so everything is B2C.

So call it the B2B marketing dialectic - is old school the dominant thesis, or should companies fully embrace the consumer web and abandon traditional channels. The answer, as always, is the synthesis, or what may eventually be called Web 3.0, when integrated marketing absorbs Web 2.0. This is inevitable because the kids are going to make us do it. If 20somethings organize their life around Facebook and the like today, in 20 years when they are running things they are also going to organize their companies around Facebook or the like. Nobody knows what it looks like but it is definitely coming.

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