For Technology Marketing Professionals

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	December 9, 2009 Deepen B2B Tech Customer Engagement With Community Marketing by Laura Ramos with Peter Burris, Zachary Reiss-Davis

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Executive Summary

Engaging business customers requires in-person contact. To date, these connections typically revolve around reference programs, advisory boards, executive meetings, and user conferences. As social activity between tech industry buyers and sellers evolves, the need to transform online interactions from transactional to relational increases, particularly as marketers recognize that digital approaches can reinforce the intimacy and influence essential to building strong customer bonds. Forrester sees the shortest path to successful business-to-business (B2B) community building starting with existing customers and focusing on community, not corporate, objectives.

TABLE OF CONTENTS

• B2B Marketers Must Rethink Customer Engagement
• Community Marketing Leads To Deeper Bonds

RECOMMENDATIONS

• Redesign Community Plans Around Customer Engagement
• Supplemental Material
• Related Research Documents

This is an excerpt

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