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For B2B Marketing Professionals

Deepen B2B Tech Customer Engagement With Community Marketing

December 9, 2009

Primary author headshot

Authors

  • By Laura Ramos
  • with Peter Burris,
  • Zachary Reiss-Davis

Why Read This Report

Engaging business customers requires in-person contact. To date, these connections typically revolve around reference programs, advisory boards, executive meetings, and user conferences. As social activity between tech industry buyers and sellers evolves, the need to transform online interactions from transactional to relational increases, particularly as marketers recognize that digital approaches can reinforce the intimacy and influence essential to building strong customer bonds. Forrester sees the shortest path to successful business-to-business (B2B) community building starting with existing customers and focusing on community, not corporate, objectives.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • B2B Marketers Must Rethink Customer Engagement
  • Community Marketing Leads To Deeper Bonds
  • RECOMMENDATIONS

  • Redesign Community Plans Around Customer Engagement
  • Supplemental Material
  • Related Research Documents

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