CLIP THIS INQUIRY

Select a group:

Group Name
Create New GroupClip

CLIP THIS FLOW

Select a group:

Group Name
Create New GroupClip

For Marketing Leadership Professionals

Organizing For B2B Tech Community Marketing

Social Success Requires New Roles And Functional Changes

February 03, 2010

By Laura Ramos with Peter Burris, Zachary Reiss-Davis, Madiha Ashour

  • 642 downloads
  • 0 comments
  • Rating:

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.
Tags: B2B eCommerce, B2B Marketing, Community Management, eCommerce, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Organization & Culture, Social Marketing, Social Media, Technology Product Strategies
US $ 499
Become A Client

Get objective, pragmatic guidance that helps you make tough decisions and succeed in a complex world. Contact us to learn more.

Already A Client?
Log in to read this document.

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

 
Loading...

Browse

About Forrester

Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Roles We Serve

Forrester supports leaders in 13 roles across three distinct client segments: Business Technology, Marketing & Strategy, and Technology Industry.

Analysts & Coverage Areas

Aligned to your professional role, Forrester's analysts are experts in the specific technologies, issues, and trends currently impacting your business.

Research
Latest Reports
Playbooks
Charts & Figures
Forrester Waves
Planned Research
Data
Consumer Data
Business Data
Events
Forums
Webinars
Workshops
Tools & Templates
Vendor Selection Aids
Best Practice & Self-Assessments
Models & Calculators
Document Templates

Forrester Leadership Boards

Fresh thinking and collaborative problem-solving through an unmatched combination of peer networking, forward-looking analysis, and professional guidance.

Consulting

Our expert analysts provide custom research-based frameworks to guide you through each phase of your critical business initiatives from identifying opportunity to optimizing results.

Community

Connect with peers and analysts, share your views, and ask questions on key business issues.

Blog

Forrester analysts weigh in on the latest business and technology news.

  • BROWSE
  • Register
  • Call +1 617.613.5730
  • Cart