Best Practice Report

Organizing For B2B Tech Community Marketing

Social Success Requires New Roles And Functional Changes

February 3rd, 2010
With contributors:
Peter Burris , Madiha Ashour , Zachary Reiss-Davis


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.

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.