Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Effective Customer Reference Management Anchors B2B Community Marketing Efforts

May 27, 2009

Primary author headshot


Why Read This Report

Customer references validate product claims and streamline the sales process, both vital activities in business-to-business (B2B) marketing. Yet, even as program budgets grow and reference pools swell, customer reference management risks sliding to second-class status if marketers fixate on increasing numbers and fail to bridge the gap between encouraging advocacy and creating community involvement. As business buyers embrace the social Web, reference management can play a breakout role in the transition from collecting testimony to building community adoption.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

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.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Customer Reference Management Comes Of Age
  • Customer Reference's Next Chapter? A Major Role In Community Marketing

  • Get Off The Sidelines And Join The Community Marketing Transition
  • Supplemental Material
  • Related Research Documents

Recommended Research