Why Read This
Technology buying is a highly considered, collaborative process, and one ideally suited for social interactions. To see how emerging digital media affects the process, Forrester surveys technology decision-makers to find out how they leverage social media for their buying process. The resulting Social Technographics® Profile shows which online sources will drive purchase decision-making. Forrester also breaks down these profiles by country audience and is able to highlight important differences between national buyer behaviors. To tap into this activity variance, smart business-to-business (B2B) marketers will invest in ways to model buyer behavior, refine segmentation, and build social behaviors into buyer personas at a national level.