New B2B methods, techniques and technologies for capturing insights of major account managers : developing B2B communities for energy supply

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area ofB2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.