What Is The Value Of Social Media/Web 2.0 In Customer Marketing?

B2B marketers commonly accept that it costs much more to acquire a new customer than it does to keep an existing one. In some cases, it can cost five to ten times more to generate new demand or acquire qualified prospects. But do your marketing spending and tactics reflect this overlooked opportunity? Do your marketing programs specifically target your installed base of customers in an effort to build your brand, engender loyalty, and uncover upsell or cross-sell opportunities?

Forrester recently set out to research B2B marketers' behavior and attitudes around marketing to their existing customers. We believe that top marketers will lean on Web 2.0/social media tactics (like blogs, online video, podcasts, and online communities) to build enriched and sticky relationships with existing customers. Our recent survey of 189 B2B marketing professionals helps to show that marketers who focus online and Web 2.0 media activity on their installed base not only uncover hidden cross-sell and upsell opportunities, but also build engaged communities that turn loyal customers into advocates.

This teleconference is appropriate for B2B marketing executives and practitioners with a keen interest in building loyalty and long-term customer value. It further explores research and case studies from "Social Media In B2B Customer Marketing: Quick Fix Or Quagmire?" as presented at our April 2008 Marketing Forum.

Agenda:

• In B2B marketing, what is the state of Web 2.0/social media use, and how does this translate into customer marketing programs?
• What challenges and opportunities do B2B marketers face when communicating with existing customers?
• How can B2B marketers use social media to increase engagement and turn buyers into advocates?
• What are the best practices for using B2B relationship marketing to engage and inspire customer communities?

Vendors mentioned: Communispace, e-tractions, Jive Software, ON24, Salesforce.com, Sonic Foundry, and TANDBERG.