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For B2B Marketing Professionals

Your Community Upgrade: From Experiment To Strategic Approach

The Right Formula For Tech Marketers Using Online Communities

July 12, 2012

Authors

  • By Kim Celestre,
  • Peter Burris
  • with Bradford J. Holmes,
  • Peter O'Neill,
  • ,
  • Eric Hsieh

Why Read This Report

This report is designed to help you revisit your strategy for engaging with customers through online communities and discussion forums, and demonstrate why your success will be based on taking the right approach. The returns to tech marketers (and their product, sales, and service peers) can be significant — but so are the potential costs and risks of deploying the resources to build a community and measuring its results. Your successful effort to build a community will be unique, and it will feature common, customer-centered characteristics. The old adage that it takes two to build a relationship but only one to destroy it has never been truer than in the tech industry. This report outlines Forrester's formula for technology marketing executives responsible for setting up an online B2B community strategy and delivering value to their customers and their company.

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Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Tech Marketers Launch Communities For Social Engagement . . .
  • . . . But Customers Aren't Mere "Friends" Or "Followers"
  • New Community Rules
  • RECOMMENDATIONS

  • Start Revamping Your Community Strategy
  • Supplemental Material
  • Related Research Documents