According to Forrester Research, marketers can and should be actively involved in their online customer communities, because doing so leads to increased brand advocacy, repeat business, and deeper customer engagement.
Online communities are critical in the B2B buying cycle, as buyers seek to learn about a brand, connect with peers, and get support for purchase decisions. But many B2B marketers hesitate to interact with community members for fear of alienating the very people they want to influence.
This report busts 3 common myths about marketing within communities, and describes how customers engage in online communities before, during, and after a purchase. It also outlines how B2B marketers can effectively align strategies and tactics with that lifecycle using the RaDaR model (reach, depth, relationship).