Disqus, a SaaS commenting platform that companies can embed in any website page, just announced a funding round of $10 million yesterday. In the same announcement, they stated that they are reaching 500 million unique visitors a month across 750,000 different websites, including major media sites like both CNN and Fox News, as well as many high tech news sources, such as ReadWriteWeb (which wrote an article on the announcement).
As a B2B marketer, why does this matter to you? Because B2B sites can learn from these largely media or consumer examples. B2B sites that want to enable community and commenting on their pages, including blog posts, need to make it extremely simple to engage using whichever of your social identities (and resulting social networks) you want to bring to the site.
Requiring a unique login in order to get an IT developer to share feedback on your new server architecture, for example, makes it easier to capture information in your CRM system, but your visitors want to add value to their existing social identities. Allowing visitors to engage with you using their preferred identities creates a valuable service for them by strengthening their preferred online identity. See the screenshot below for what this looks like with Disqus. This may increase their willingness to engage on your website instead of across the Internet.
Actually, I should say, welcome to the Forrester community. The revamped blogs are one facet of Forrester's investment in social media as the conduit for two-way conversation with clients and non-clients alike.
One obvious change: Browsing around, you can easily access an analyst's individual blog, or the role blog, or the client group's blog, or everyone's Forrester blog. As brilliant as I think my own posts are, my colleagues often have much smarter things to say than I do. Please take advantage of the new way to browse through the conversations happening across Forrester. (But come back here when you're done.)