Forrester: B-to-b marketers fail community marketing test

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Cambridge, Mass.—While enthusiastic about digital, only one-third of b-to-b marketers use blogs (33%) or other Web 2.0 media tactics (32%) in their marketing mix, according to a new Forrester report titled “B2B Marketers Fail the Community Marketing Test.”

Emerging social tactics are languishing under the corporate communications umbrella, the study found. When it comes to Web 2.0 tactics, corporate communications currently plays the lead role in producing online videos, authoring blogs and experimenting with social media.

Forrester said these PR professionals lack the customer insight and deep product knowledge needed to make interactive tactics relevant, authentic and involving, resulting in blogs and podcasts sounding like press releases without interesting or engaging content.

Forrester surveyed 212 b-to-b marketers online in September and October in a joint study with MarketingProfs.

—Carol Krol

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