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For B2C Marketing Professionals

B2B Marketers Fail The Community Marketing Test

Web 2.0 Tactics Are Stuck At The Starting Gate

May 7, 2008

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  • By Laura Ramos
  • with Bradford J. Holmes,
  • Peter Burris,
  • Jaap Favier,
  • Tom Grant, Ph.D.

Why Read This Report

Business-to-business (B2B) marketers struggle to integrate online and traditional marketing tactics and make them payoff in plump pipelines and brightened brands. To catch up with buyers who now flock to digital channels, marketers must abandon time-worn broadcasting and adopt community-focused marketing. Community marketing replaces traditional offer-response strategies with communications that foster dialogue; embrace community issues and values; and position brands, vendor experts, and products as valuable community resources.

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Table of Contents

  • Community Marketing Is B2B's New Road To Success
  • Traditional Tactics Keep B2B Marketers Stuck In The Mud
  • Time To Step Up To Community Marketing

  • Co-Opt Social Tactics To Accelerate Community Marketing

  • Community-Centric Marketing Takes Center Stage
  • Supplemental Material
  • Related Research Documents

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