B2B Executives: Customer Engagement is Replacing Traditiona
Generation and Branding Methods
Summit highlights innovation opportunities in rapidly changing customer enviro
10.27.2009 – Dallas, TX – Business-to-business (B2B) firms must stop emulating
business-to-consumer (B2C) firms in their efforts to grow brand awareness and
market share. That was one conclusion by representatives from major B2B firms -
including Microsoft, Intel, Hitachi Data Systems, EMC, Research in Motion, Harris
Broadcast Communications, Wells Fargo, AmerisourceBergen and others – last
week in Boston, at the 2009 Summit on Customer Engagement, hosted by the
Customer Strategy Group.
During an intense 2 days, presenters and panelists developed a distinctive vision for
successful B2B customer engagement. Seasoned B2B executives such as Harris
Broadcast Communications President Tim Thorsteinson, former Brocade CTO
Daniel Crain, and Hitachi Data Systems Vice President Asim Zaheer shared their
experiences engaging with key customers. Participants also learned from case
studies on customer reference, advisory board, communities, social networking and
related B2B customer engagement programs run by firms like Microsoft, EMC, Intel,
Wells Fargo, SAS Institute, Citrix Systems and others. Forrester Research’s Laura
Ramos provided results from research on B2B customer engagement developed
specifically for the Summit by Forrester, the Customer Strategy Group and ITSMA.
Traditional branding and lead generation methods aren’t working very well at B2B
firms - and they know this.
Unlike these traditional approaches, engaging with decision-making customers can
drive business performance. Firms are developing metrics that prove this.
Customers want to influence firms’ strategic direction and network with peers which
in turn provides tremendous value to the business relationship.
The B2C approach to social media does not translate into the B2B environment
By integrating a variety of customer en