ReachForce Engages New Conversations With Launch Of Marketing Book Club

Consultants and analysts frequently encourage marketers to become part of the conversation in their industry and encourage dialog with both customers and prospects. One BtoB marketer recently added a fresh twist to the theory by inviting its customers and prospects to literally join the club.

ReachForce, an Austin, TX-based provider of on-demand lead generation solutions, launched the ReachForce Book Club in August as a way to maintain relevant and consistent contact with current customers. “We didn’t want to be one of those companies that only called our customers when it was time to renew,” says Leigh Anne Wallace, Marketing Coordinator for ReachForce. “We felt the Book Club could help to educate our customers and build a community of smart marketers.”

Although ReachForce already communicates to customers and prospects via an e-newsletter (Reaching Out) and a blog (The B2B Lead), the company’s marketing team was looking for a platform to combine more personal conversations with Web 2.0 connectivity. “We decided to mix a little old school with some new school and start a book club with a twist. Instead of meeting at a local coffee shop to discuss the book, we will be discussing it on The B2B Lead,” says Amy Hawthorne, ReachForce’s Director of Marketing.

To kickstart the club, ReachForce sent a copy of David Meerman Scott’s The New Rules of Marketing and PR to its customers, partners and friends. The marketing team then followed up with a welcome email that included a weekly schedule of the chapters to be discussed on the blog.
In addition to the initial 250 honorary members, Hawthorne says the company is hoping to expand the club to other B2B marketing executives interested in sharing their views on relevant books such as New Rules. To connect with new members, the company includes a link to order the current book as well as an invitation to join, with the goal of adding 30-40 new members every quarter.

The club will be discussing the current title through the end of September. Moving forward, Hawthorne says the club is planning to introduce a new book to its members each quarter.