For Technology Product Management & Marketing Professionals

Turning Your B2B Web Site Into A Community Hub

Social Media Marketing That Is Persistent, Consistent, And Scalable

by G. Oliver Young, Peter Burris, September 30, 2009

Social media is becoming a major focus in business-to-business (B2B) marketing. However, many marketers are allowing their community marketing approaches to emerge out of piecemeal technology purchases and community participation. To embrace a customer . . .

For Technology Product Management & Marketing Professionals

Community Marketing Self-Assessment Tool

Do Your Technology Marketing Capabilities Align With Community Marketing Requirements?

by Peter Burris, July 17, 2008

Community marketing demands important changes to the missions, people, processes, and systems of tech industry (TI) marketing organizations in order to generate favorable business outcomes with — and not just deliver tech products to — clients and prospects. . . .

For Technology Product Management & Marketing Professionals

Community Marketing: A New Discipline For Business Technology Marketers

by Peter Burris, May 7, 2008

Technology marketers' traditional demand generation and customer conversion playbook won't cut it in the tech market transformation from information technology (IT) to business technology (BT). Buyers who are concerned with using technology to exploit . . .

For Technology Product Management & Marketing Professionals

Tech Marketers' Online IT Community Playbook

Making Tech Marketing Socially Correct

by Peter Burris, March 6, 2008

Online IT communities are profoundly shaping the experiences of IT professionals. Information technology vendors must participate in these communities, but engaging them incorrectly will escalate marketing costs, reduce effectiveness, and dilute your . . .