In my last post, I steered B2B marketers away from building social
destinations focused on their products and services by suggesting they
participate in open, social networks before jumping on the community
bandwagon. I do think there is a place for B2B communities, but these
sites need to focus truly on the community first, not trying to sell a
firm’s wares. Case in point: ComplianceOnline.
I wrote up how you can can use ComplianceOnline's model to build an online community serving the needs of your firm in a recent report. I found that B2B marketers can learn how to build a successful B2B community by
following three key lessons: Gather the best content, encourage the
community to vet and contribute to it, and give members equal
opportunity to engage with potential buyers who visit.
On June 17, Forrester published my latest research on
how business buyers use social networking sites to inform purchase
decisions, the role these sites will play in future buying processes,
and three key ways for B2B marketers to tap into open, social network
Two key insights coming from this research:
discussion forums and online communities are poised to become the
online supplement for colleague interaction and the decision to join in
community activity depends mostly on the quality of the participants —
the discussion relevance, demonstrated experience, and shared
During the past week I’ve had the privilege of presenting to two
different organizations that I think B2B marketers would benefit from
June 3, 2009 I spoke at the MOCCA quarterly meeting, held at Adobe’s facilities in downtown San Jose. The Marketing Operations Cross-Company Alliance (MOCCA) is a community for sharing practical experience between Marketing Operations professionals in technology companies.
Customer reference management has moved from the sidelines to the
mainstream of corporate marketing activity. This is good news for the
dozens of customer reference management professionals who attended the February Customer Reference Forum in Berkeley, CA and
participated in the 2009 survey. Why? Because authentic customer
references help sales close business and marketing persuade analysts,
press, and investors that corporate positioning and product claims are
If you have never been confronted by a sales person over lead quality, you can stop reading this blog post now:
The primary source of tension between marketing and sales is
this: Marketing wants to know what sales does with all the leads they
generate. In response to the question, sales says, “What leads? Those
leads were awful; send us better leads.” Sound familiar?
The basic problem is that marketing and sales don’t agree on what
constitutes a lead. The deeper issue is that many marketers are still
learning what it takes to develop truly qualified demand and pass the
right information to sales in a way that helps sales to progress an
opportunity quickly and consistently.