How To Avoid B2B Marketing Obsolescence

Community Marketing Transforms The Marketing Role

This is the first document in the "Community Marketing Transformation" series

with Bradford J. Holmes, Peter Burris, Jaap Favier, Zachary Reiss-Davis

Executive Summary (This is a document excerpt)

Business decision-makers are increasingly banding together in online communities to research purchase decisions using peer insights and independent product experts. Business marketer influence is declining at a rapid pace. To remain viable, you must invest in marketing-specific databases to improve insight, automate lead management, integrate digital and traditional channels, and embrace community marketing. Measure and underscore the resulting increases in customer engagement to guarantee a presence at the executive roundtable for years to come.

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NOTES & RESOURCES

B2B Marketing: Heading For Obsolescence

Four External Forces Pressure Marketing To Adapt

Four Ways To Rejuvenate B2B Marketing

recommendations

Measure And Communicate To Save Marketing's Hide

WHAT IT MEANS

Marketing Extends Into Community Management

alternative view

Sales Automation And Social Activity Marginalize Marketing

Supplemental Material

This research is the culmination of a two-year study of B2B marketing practices. During this time, Forrester has surveyed and spoken with hundreds of B2B firms about their marketing processes. The recommendations have been reviewed and fine-tuned throughout the past six months using marketing surveys, workshops, events, and client interactions with firms from the high-tech, manufacturing, business services, and various other industries.

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst:	Laura Ramos
Technology:	Acquisition Marketing, B2B Sales & Marketing, Customer Experience, eBusiness/eCommerce, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0, Tech Marketing Tools & Best Practices
Industry:	Business-To-Business eCommerce
Geography:	Asia Pacific, Europe, North America

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