June 17, 2009
B2B Marketers: Tap Into Social Networking Sites To Energize Community Marketing
by Laura Ramos
with Peter Burris, Jeremiah K. Owyang, Christina Lee, Zachary Reiss-Davis
Executive Summary (This is a document excerpt)
Social networking sites let members connect and share ideas, insights, and experiences. Business marketers see membership on social sites swell but wonder if marketing there will raise awareness or generate demand. Rather than treat social networks like another channel for broadcasting messages, marketers should join in, listen to, and learn from community activity before deciding whether to build a branded destination targeting business buyers. Forrester offers three ways for marketers to kick-start social networking efforts that energize buyers to join technology selection and adoption discussion.
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WHAT IT MEANS
| Forrester surveyed IT and business decision-makers in the North American And European B2B Social Technographics® Online Survey, Q4 2008. In addition, as part of a joint study with MarketingProfs, Forrester surveyed 317 B2B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion in the Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey With MarketingProfs. Related Research Documents
February 20, 2009
October 21, 2008
July 18, 2008 |
Social Networks Provide New B2B Opportunities 
Approach One: Become A Super Peer To Mine Community Insight Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
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