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Posted by Jeremiah K. Owyang on April 25, 2009
Forrester's Marketing Forum in Orlando Florida, see other photos tagged FMF09
Yesterday's theme was to take risks and engage in innovation --even in times of economic hardship. Armed and excited with examples from the speakers and panels, the conference was now focused on the 'how to', with a focus on engaging your customers to be involved, guide, and lead your company in tandem with your own leadership.
Forrester's Peter Burris: Engaging the Innovative Customer
First we heard from Forrester's Peter Burris, who focused on the theme o engaging your innovative customer, he suggested that as you take risks, let your innovative customers be your guide. The conference focus met the needs of multiple industries, and Peter gave data and insight not just how B2C can win but how B2B customers’ reliance on each other –and social tools – changes the marketing game. He referenced IBM's Sandy Carter's programs as best in class for bringing community into the forefront of B2B marketing including how they've integrated community into next week's IMPACT event.
Peter brings forth a framework to help marketers plan for innovation: PLOT a path forward, which includes: Persona, Develop customer needs through social interactions, Location: Allow customers to create groups, and gives the example that Adobe hosts 700 user groups. Serena software embeds customers in its development & launch processes. Then Option and finally, Test.
Position marketing as a resource that B2B customers can use to drive better business outcomes. Blend social media with traditional tactics to create new marketing forms –and new levels of productivity. Align marketing and development to lower the risks Ending notes: Innovative customers are ready, willing, and –thanks to social media—able to guide your efforts to manage risk.
- Even if you build it, they may not come.
- Critical Mass in a community is hard and will take longer than you think.
- You won't get community right, so be prepared to optimize.
Lastly, for attendees, you can login to the Forrester site using your password sent to your before the event to access the presentations.