Trends Report

B2B Marketers Fail The Community Marketing Test

Web 2.0 Tactics Are Stuck At The Starting Gate

May 7th, 2008
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Bradford J. Holmes , Peter Burris , Jaap Favier , Tom Grant, Ph.D.

Summary

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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