Pressure on resellers to engage with customers via web 2.0 applications has been mounting with Cisco and other vendors encouraging partners to sign up to Twitter, Facebook and use tools like LinkedIn.
According to the latest B2B marketing research from Forrester the message has got through and the level of money spent on interactive marketing is expected to double by 2014 compared to the money spent last year.
Writing on his blog Forrester analyst Michael Greene, said that the advantages of interactive marketing included generating quality leads and deepening relationships with customers.
"What impresses me most is that historically conservative B2B marketers are not only investing in interactive marketing, but actually shifting budget towards online channels," he wrote.
"While traditional sales and client service operations aren't going to disappear, social media has emerged as key platform for informing decision makers during the sales process and engaging and supporting existing clients," he added.
The views of Forrester chime in with other analyst reports into this area with Gartner recently pointing out the role that Facebook is going to play in customer relationships in the future.