Forrester: B2B should put the "social" back in social media

04/20/2012 | BtoB

Adobe's senior vice president of global marketing, Ann Lewnes, stressed the importance of having a return-on-investment goal for the company's digital and social-media efforts -- and putting up numbers to prove it. She spoke at Forrester Research's Marketing Leadership and Customer Intelligence conference in Los Angeles, where Forrester analyst Jeff Ernst urged business-to-business marketers to use social media in a more systematic fashion and to emphasize the "social" part of the equation.

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