May 7, 2008
B2B Marketers Fail The Community Marketing Test
Web 2.0 Tactics Are Stuck At The Starting Gate
by Laura Ramos
with Bradford J. Holmes, Peter Burris, Jaap Favier, Tom Grant, Ph.D., Christina Lee
Executive Summary (This is a document excerpt)
Business-to-business (B2B) marketers struggle to integrate online and traditional marketing tactics and make them payoff in plump pipelines and brightened brands. To catch up with buyers who now flock to digital channels, marketers must abandon time-worn broadcasting and adopt community-focused marketing. Community marketing replaces traditional offer-response strategies with communications that foster dialogue; embrace community issues and values; and position brands, vendor experts, and products as valuable community resources.
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WHAT IT MEANS
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As part of a joint study with MarketingProfs, Forrester surveyed 212 B2B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion and who met our minimum criteria for marketing spend and mix. Related Research Documents
May 7, 2008
January 15, 2008
August 2, 2006 |
Community Marketing Is B2B's New Road To Success
Entrenched, Stereotypical Interests Prevent Forward ProgressFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
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