C3 Gets An Impressive Start As It Evolves From Idea To Startup

Recently, I had the opportunity to meet with the C3 leadership team in their San Mateo, CA, headquarters. Many of you may not be familiar with C3, as they have been operating in stealth mode for the past few years, working with industry thought leaders, partners and customers to build out their very robust energy resource management software platform. "Monitor, mitigate and monetize your energy and resources" is the company's tag line.

Read more

It's Time For Tech Marketers To Go Big With B2B Social Media Strategies

Today I had lunch with a favorite colleague (from my pre-Forrester tech marketer days) who owns a marketing agency in the San Francisco Bay Area. We had a very lively discussion about how his agency is seeing an explosion in demand for B2B social media strategies. He is in the process of adding headcount to his social media team to meet the needs of his clients, and he is excited about the potential he sees in the B2B space. I have heard similar feedback from other agencies and clients who want to take advantage of the opportunities social media has opened for B2B.

Social media is playing an increasingly important role for B2B marketers who want to build improved customer engagement models that drive value. This should not be surprising considering the social nature of individuals who work in a business environment.  Information is constantly exchanged within one's network of colleagues, peers, vendors, customers, and partners. These relationships are critical for success and social media facilitates the interactions required to grow and nurture them.

Read more

Show Off Your Innovation, Creativity, and Brilliance. Enter the 2011 Groundswell Awards!

The 2011 Forrester Groundswell Awards is in full swing and the deadline for entries is August 3. This is right around the corner, so I am posting a "shout out" to all of you fellow B2B tech marketers to get your submissions in! I know that there are many amazing marketing programs and campaigns out there that are utilizing social technologies and bringing in impressive results. I know that the majority of tech marketers are  listening, talking, energizing, spreading, supporting, and/or embracing their customers through social technologies.  I know that tech marketers love to get kudos for their innovation, creativity, and brilliance. So what are you waiting for?

The bottom line is that the Forrester Groundwell Awards provide you with the priceless opportunity to showcase your social applications and get the positive attention you deserve for your innovative efforts. Last years B2B awards recipients were quite impressive, to say the least. And companies like Spiceworks and eCairn proudly promoted their prestigious Groundswell awards to their peers, customers and partners.  Now it's your turn!

You are only 3 steps away from the chance of being this year's award winner:

1.  Read the rules

Read more

Product Launch Metamorphosis: From Introverted To Social Butterfly

Product launches often have a reputation for being constrained by tightly managed internal processes, cross-organizational misalignment, and closed communication loops. So how does a tech marketer improve the experience? I have been involved with many product launches and events during my 15-year career in the high-tech industry and have seen the good, bad, and the ugly of each of these constraints. In my experience,  social media has provided the "good." It loosens internal processes by allowing customer conversations to influence the direction of a product launch. It brings organizations together through the sharing of data captured by monitoring tools. It opens communication by allowing internal product launch teams to interact with customers, in real time, throughout each stage of the launch. If done correctly, all of these benefits will lead to more effective (and successful) product launch events.  My new "The Social Tech Product Launch" report shows how it is possible to turn your inverted product launch into a Social Butterfly.

How have you used social media and listening platforms in your product launch processes? 

The Art Of Listening

"It is the province of knowledge to speak, and it is the privilege of wisdom to listen" - Oliver Wendell Holmes

I had the privilege of wisdom to listen to many individuals from various B2B and B2C companies last week at the Forrester IT Forum in Las Vegas. One of my favorite aspects of my new analyst job here at Forrester is to meet with tech marketers and hear about the creative ways many of them are using social media to deliver customer value. The individuals I had the pleasure to meet at IT Forum last week certainly did not disappoint, and these discussions were the highlights of my time spent in lovely downtown Las Vegas (insert sarcastic tone here for I am not a big fan of Las Vegas).   

A few key takeaways I had from IT Forum were the following: 1) The lines that once divided B2C and B2B are beginning to blur; 2) Companies are looking for new and improved ways to obtain deeper, more meaningful engagements with customers; and 3) Social media continues to be an area of focus for many companies, albeit many are looking for more effective B2B social media channels, i.e., in addition to Facebook and Twitter.

That said, some of the research I will be conducting in the upcoming months will touch upon each of these topics. I would love to hear your thoughts on your B2B social media strategies! I am here to listen, after all ;-)

Announcing The 3rd Annual Forrester B2B Groundswell Awards

[Co-authored by Zachary Reiss-Davis]

Welcome to the kick-off for the third annual Forrester B2B Groundswell Awards! We’re excited to again read all of your great submissions and examples of innovation in B2B social media marketing. 

Josh Bernoff, one of the original authors of Groundswell, already wrote a great blog post highlighting the history of the awards that I encourage you to go read. 

For the past two years, we highlighted the B2B winners in:

Best practice research reports . . .

Read more

From Social Media Marketer To Social Media Analyst...

I am absolutely thrilled to publish my very first blog as a Senior Analyst here at Forrester and am looking forward to providing you with a lot of exciting research and thought-provoking insights on what continues to be a hot topic in the technology industry: Social Media in B2B. As many of you know, social media is evolving at a very fast pace, and one of my goals is to keep you posted on the latest trends we are seeing and how you, the tech marketer, can utilize these insights to create effective social strategies for engaging with your customers. 

How did I wind up here at Forrester? Well, prior to joining the talented TI Tech Marketing team in April, I spent 14 years at Sun Microsystems, working in various senior marketing roles. I was fortunate enough to lead some pretty groundbreaking campaigns that utilized social media and other emerging marketing tactics. These projects ranged from executing basic marketing strategies using blogs and YouTube to very complex, multi-faceted social media campaigns to drive new product adoption for Sun's software and Java product groups. Lots of fantastic stuff that is worthy of a separate blog post!

After Sun was acquired, I spent the past year at Oracle as a Global Campaigns Manager responsible for Java, cloud computing and enterprise architecture initiatives, where social media was also a big area of focus for demand generation activities. A few months ago, I was presented with an amazing opportunity to join the Forrester team, and, to make a long story short, I have now hit the ground running with a very rigorous B2B social media research agenda and a speaking engagement at next week's Forrester IT Forum in Las Vegas. 

Read more