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For B2B Marketing Professionals

Organizing For B2B Tech Community Marketing

Social Success Requires New Roles And Functional Changes

February 3, 2010

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

Why Read This Report

After testing the social media waters through much of 2009, business-to-business (B2B) marketers now realize that successful community marketing requires more than setting up group pages on LinkedIn or posting videos to YouTube. Taking a closer look at how business marketers in the high-tech sector and five other industries organize around — and assign responsibility for — social activity uncovered a lot of room for improvement. To turn social opportunity into marketing advantage, B2B executives should advocate for a centralized core team, led by marketing, that fosters social interaction where it matters most — at the touchpoints that customers choose to use daily.

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  • Who Did We Survey About Their Marketing Organization?
  • B2B Marketers Plan To Boost Technology Investment
  • Social Marketing Processes Lack Maturity In B2B
  • Corporate Marketing/PR Is Responsible For Social Marketing Today
  • The Organizational Structure For Social Marketing Is Evolving

Table of Contents

  • Immature Controls Hamper Social Progress In Business
  • Make Community Marketing A Shared Responsibility

  • Six Steps To Get Organized For Community Marketing Success
  • Supplemental Material
  • Related Research Documents

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