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Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty by J. Lovett, Sam Creek, Margaret Brooks

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Community as the Centerpiece for Customer Engagement

Your customers, partners, and prospects are already talking about your product—do you know what they are saying? Are you having a two-way conversation, or are the communication channels one-way? The real question is: Are you engaging your customers?

Many of the traditional marketing and sales activities—such as informing customers about industry trends, making sure they know about your product, providing information during the sales cycle, and helping customers justify the purchase of your product or solution—are all one-way communications. What has changed?

Social media has arrived on the ...

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