But B2B customers are mobile, fully engaged in social media, and well educated. For example:

* 94% of B2B buyers conduct online research before deciding on a purchase

* 97% of professional buyers believe that user-generated content, such as peer reviews and group discussion, is more credible than content provided by the company itself.

Unfortunately, the few B2B companies that have responded to this reality by embracing customer networks usually have just copied a successful B2C formula. This is seldom a good approach.

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