That was the general message of the Supernova session I attended today on 'The Relationship Economy.' As I was squirming in my chair trying to hide the marketing title from my badge - I looked to the person next to me who is working on his blog post 'Marketing is bullshit.' Then he asks me (already knowing I'm a marketer) - what do you think? Sadly I had to agree. Marketers have been dragged into the blogosphere by engineers and even in the real world it's isn't marketers who are having conversations with customers, it's Sales. So do marketers even know how to have that conversation?
I think the lesson here is that if your role hasn't been having conversations with customers don't look at the shift on the web as a chance to interrupt that conversation by jumping in. If you want to join the conversation start by listening to what is already being said and try participating that way first - and make sure you have something to say. Or better yet you can continue facilitating the conversation between sales (and now engineers) by helping them move their conversations online.