For Technology Marketing Professionals

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	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

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Executive Summary

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.

TABLE OF CONTENTS

• B2B Blog Progress Takes A Major Detour
• Four Blog Strategies Produce Community Marketing Value

RECOMMENDATIONS

• Give B2B Blogging A Second Chance

WHAT IT MEANS

• B2B Blogging Supports Future Community Marketing Success
• Supplemental Material
• Related Research Documents

This is an excerpt

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