For Technology Product Management & Marketing Professionals (Length: 19 pages)
June 10, 2008
How To Derive Value From B2B Blogging
Engaging Customer Communities In Conversations Is The Key
by Laura Ramos
with Bradford J. Holmes, Charlene Li, Jeremiah K. Owyang, Christina Lee
Executive Summary (This is a document excerpt)
The number of business-to-business (B2B) firms that started blogging in 2007 plummeted compared with 2006 as corporate bloggers ran into roadblocks stemming from a misalignment between invested effort and expected returns. Rather than cross blogging off of the marketing communication list, B2B marketers would do better to embrace one of the four strategies prominently used by bloggers to attract readers, build conversations, and engage community members in sharing their experiences with their online peers.
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WHAT IT MEANS
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Forrester surveyed 189 B2B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion. We also reviewed blogs from 90 Fortune 500 and high technology companies, including Autodesk, Adobe, Avaya, BMC Software, Cisco Systems, Fair Isaac, HP, IBM, Microsoft, Novell, Oracle, RSA Security, Socialtext, StackSafe, TIBCO Software, and Unica. Related Research Documents
May 7, 2008 April 19, 2007
February 22, 2007 |
B2B Blog Progress Takes A Major Detour
Marketers Admit Blogging Fails To Deliver Desired ResultsFind Documents In Related Categories |
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Original air date: Wednesday, October 29, 2008
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