Influencer50’s new White Paper: WP#18 : To what degree are your prospects & customers influenced by online & offline communities? – is now available for download at: http://influencer50.com/library/white-papers/
Synopsis: A 2013 McKinsey survey of B2B buyers stated that ‘an honest, open dialogue with customers and society’ was the number one most important perceived attribute of their chosen vendors. A 2013 Forrester report polled thousands of B2B marketers and concluded that online communities were one of the most influential tools in a B2B marketer’s toolkit. Despite 76% of B2B industry marketing heads rating their sector’s main forums and communities (both online & offline) as ‘very important’ in terms of influencing their prospects, only one-quarter of those same vendors are confident their organization has ongoing, proactive relationships with them. There’s clearly a vast gap between the perceived importance of industry communities to potential buyers – and vendors’ understanding of them. So why can this be?