Why Read This
This report is designed to help you revisit your strategy for engaging with customers through online communities and discussion forums, and demonstrate why your success will be based on taking the right approach. The returns to tech marketers (and their product, sales, and service peers) can be significant — but so are the potential costs and risks of deploying the resources to build a community and measuring its results. Your successful effort to build a community will be unique, and it will feature common, customer-centered characteristics. The old adage that it takes two to build a relationship but only one to destroy it has never been truer than in the tech industry. This report outlines Forrester's formula for technology marketing executives responsible for setting up an online B2B community strategy and delivering value to their customers and their company.