How B2B Companies Are Using Online Communities to Get Closer To Their Clients
More recently, a small but fast-growing group of B2B companies are using a new technique to nurture customer relationships: online communities. These firms, which include business information provider LexisNexis, enterprise software giant SAP, consulting firm Palladium Group and recruiting software vendor Taleo, are finding their virtual customer communities have significant impact. These leading-edge firms help their customers get more value from their products and services; develop better new products and services; deliver better after-sale service; generate more effective marketing and selling programs through educational content rather than promotional messages; and gain more control over what the market is saying about the company.
Last week, I had the pleasure of presenting a 40-minute webinar on this topic with BroadVision, which covered these key areas:
- The types of companies that would benefit most from online communities;
- Three community models to help companies choose the best strategy;
- Advice based on the experiences of companies with vibrant and valuable B2B customer communities.
We had a super turnout and a lot of questions and comments. Thanks to all who attended!
In addition to the webinar, we will be sharing more of the case studies we have developed on these pioneering customer communities. They will suggest the possibilities and awake the imaginations of those firms who seek to work more closely and collaboratively with their customers through online customer communities. It's an exciting time!
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More About B2B Online Customer Communities
Recognized as a leading authority on B2B social business strategy and B2B online communities,Vanessa DiMauro is a trusted business advisor, and founder and CEO of Leader Networks, LLC, the world’s premier B2B social business consultancy. She is a popular researcher, speaker and author. Her work has been covered by leading publications such as the New York Times, the Wall Street Journal and ...
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