Trends Report

"Owner" And "Sponsor" B2B Community Success Metrics

The Right Way For Tech Marketers To Measure Effectiveness

November 7th, 2012
Kim Celestre, null
Kim Celestre
Zachary Reiss-Davis, null
Zachary Reiss-Davis
With contributors:
Bradford Holmes , Melissa Parrish , Sophia Vargas

Summary

As a B2B social marketer in charge of either owner or sponsor strategy communities, meaning communities that you operate — and fund — on your domain, you need to be able to set expectations for success and use benchmarks to set those goals and measure progress. However, the metrics most marketers use for that purpose are the wrong ones. Rather than focusing on a target membership number or the length of time it takes to reach critical mass, you should be focused on basic cross-industry performance averages such as the percentage of website users that visit the community and the percentage of those visitors that become members.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.