Best Practice Report

How To Derive Value From B2B Blogging

Engaging Customer Communities In Conversations Is The Key

June 10th, 2008
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Charlene Li , Jeremiah Owyang , Bradford Holmes , Christina Lee

Summary

The number of business-to-business (B2B) firms that started blogging in 2007 plummeted compared with 2006 as corporate bloggers ran into roadblocks stemming from a misalignment between invested effort and expected returns. Rather than cross blogging off of the marketing communication list, B2B marketers would do better to embrace one of the four strategies prominently used by bloggers to attract readers, build conversations, and engage community members in sharing their experiences with their online peers.

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