Trends Report

Deepen B2B Tech Customer Engagement With Community Marketing

December 9th, 2009
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter Burris , Zachary Reiss-Davis

Summary

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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