Forrester

Why Read This Report

B2B marketers have the difficult task of reaching multiple individuals at different seniority levels and roles across a company in order to influence a technology purchase decision. In addition, customers' problem-solving processes are drawn out when they call for complex technology and services solutions, so engaging them requires a consistent dialogue between marketers, sales, and the business technology (BT) buyer throughout the buyer's process. Fortunately, tech buyers' high rate of adoption of social media opens up a rich way for B2B marketers and salespeople to influence and engage technology decision-makers. This report provides you with insight derived from Forrester's 2012 Social Technographics® For B2B Technology Buyers Survey. Here we provide the critical information you need to assess the P (people) in Forrester's POST methodology for setting a social marketing strategy.