For Marketing Leadership Professionals

Organizing For B2B Tech Community Marketing

Social Success Requires New Roles And Functional Changes

Why Read This Report

After testing the social media waters through much of 2009, business-to-business (B2B) marketers now realize that successful community marketing requires more than setting up group pages on LinkedIn or posting videos to YouTube. Taking a closer look at how business marketers in the high-tech sector and five other industries organize around — and assign responsibility for — social activity uncovered a lot of room for improvement. To turn social opportunity into marketing advantage, B2B executives should advocate for a centralized core team, led by marketing, that fosters social interaction where it matters most — at the touchpoints that customers choose to use daily.
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TABLE OF CONTENTS

  • Immature Controls Hamper Social Progress In Business
  • Make Community Marketing A Shared Responsibility
  • RECOMMENDATIONS

    Six Steps To Get Organized For Community Marketing Success
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Who Did We Survey About Their Marketing Organization?

  • Models & Calculators:

    B2B Marketers Plan To Boost Technology Investment

  • Models & Calculators:

    Social Marketing Processes Lack Maturity In B2B

  • Models & Calculators:

    Corporate Marketing/PR Is Responsible For Social Marketing Today

  • Models & Calculators:

    The Organizational Structure For Social Marketing Is Evolving