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For B2B Marketing Professionals

Differentiate With The Five C's Of Community Marketing

Outcome-Oriented Marketing Means A Move Away From The Four P's

March 24, 2011

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Authors

  • By Peter O'Neill
  • with Peter Burris,
  • Andre Pino,
  • Jeff Ernst,
  • Sophia I. Vargas

Why Read This Report

Technology marketers must change their product-focused marketing habits if they want to win in the business technology marketplace. Product-based differentiation has lost competitive potency because buyers now focus on business outcomes, which are facilitated by products but dependent on the transformational work of people — technology pros, end users, channel partners, and vendor experts — for success. In an outcome-oriented marketplace, the vendor-customer dialogue is driven by customer needs, not vendor messaging, and empowered by social media. Tech marketers striving for success with business technology buyers must, therefore, evolve marketing resources to support interactive need-match-engage dialogues around clients' business problems. Forrester sees marketing emerging as a central vehicle for competitive customer engagement as it moves out of the sales organization's slipstream to focus on orchestrating exceptional brand experiences across the customer life cycle.

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  • The Customer Life Cycle And The Five C's Of Community Marketing

Table of Contents

  • Vendors Obsess With Product Differentiation
  • BT Customers Focus On Business Outcomes
  • It's Time To Gear Up The Marketing Flywheel
  • The Five C's Of Customer-Centric Community Marketing
  • RECOMMENDATIONS

  • Differentiate Into The Customer Life Cycle
  • Related Research Documents