For Technology Marketing Professionals

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	February 3, 2010 Organizing For B2B Tech Community Marketing Social Success Requires New Roles And Functional Changes by Laura Ramos with Peter Burris, Zachary Reiss-Davis, Madiha Ashour

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Executive Summary

After testing the social media waters through much of 2009, business-to-business (B2B) marketers now realize that successful community marketing requires more than setting up group pages on LinkedIn or posting videos to YouTube. Taking a closer look at how business marketers in the high-tech sector and five other industries organize around — and assign responsibility for — social activity uncovered a lot of room for improvement. To turn social opportunity into marketing advantage, B2B executives should advocate for a centralized core team, led by marketing, that fosters social interaction where it matters most — at the touchpoints that customers choose to use daily.

Keywords

• marketing organization
• marketing process
• social media
• online marketing
• digital marketing
• Web 2.0

TABLE OF CONTENTS

• Immature Controls Hamper Social Progress In Business
• Make Community Marketing A Shared Responsibility

RECOMMENDATIONS

• Six Steps To Get Organized For Community Marketing Success
• Supplemental Material
• Related Research Documents

This is an excerpt

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