Why Read This
Many tech B2B companies have realized that a strategy of "build the community and they will come" typically fails. Choosing the right content, understanding members' linkages and interactions, taking the appropriate stance, and engaging in valuable conversations are all critical for community health. To maintain a healthy community, companies must also invest significantly in people, content, technology, and time to ensure that they are providing maximum value to members. Tech marketers can play a critical role in this effort through genuine and helpful interactions. Ultimately, community members will embrace the tech marketers who help guide them to positive business outcomes.