Organizing For B2B Tech Community Marketing
Social Success Requires New Roles And Functional Changes
February 3, 2010
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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Tools And Templates
Models and Calculators
- 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
Also in Collection: Global Tech Marketers' 2010 Priorities
B2B Tech Field Marketers Must Adapt To Remain Relevant
February 8, 2010 | Peter O'Neill
Do B2B Tech Marketers Localize As They Globalize?
February 18, 2010 | Jennifer Belissent, Ph.D.
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
Sales Role Profile: Sales Operations
October 22, 2012 | Brian Lambert
Deepen B2B Tech Customer Engagement With Community Marketing
December 9, 2009 | Laura Ramos
2009 Forrester Groundswell Awards Winners Offer B2B Tech Marketers Valuable Social Media Lessons
November 4, 2009 | Laura Ramos