May 27, 2009 (updated October 9, 2009)
Effective Customer Reference Management Anchors B2B Community Marketing Efforts
by Laura Ramos
with Peter Burris, Christina Lee
Executive Summary (This is a document excerpt)
Customer references validate product claims and streamline the sales process, both vital activities in business-to-business (B2B) marketing. Yet, even as program budgets grow and reference pools swell, customer reference management risks sliding to second-class status if marketers fixate on increasing numbers and fail to bridge the gap between encouraging advocacy and creating community involvement. As business buyers embrace the social Web, reference management can play a breakout role in the transition from collecting testimony to building community adoption.
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recommendations
| As part of a joint study, the Customer Reference Forum, Forrester Research, and Point of Reference surveyed 105 B2B customer reference and marketing professionals at firms including Adobe, Alcatel-Lucent, Cisco Systems, Dell, EMC, Genesys, Hewlett-Packard, IBM, Intel, Juniper Networks, Microsoft, Microsystems, Oracle, Research In Motion, SAP, Siemens, Sun Microsystems, Symantec, and VMware. Related Research Documents
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