January 23, 2009 (updated April 3, 2009)

B2B Digital Marketing: A Deep Dive Into IT Security Decision-Makers

This is the fourth document in the "B2B Digital Marketing Deep Dive" series.

by G. Oliver Young, Laura Ramos

with Peter Burris, Zachary Reiss-Davis, Christina Lee

Executive Summary (This is a document excerpt)

Security products mitigate corporate risk, and, as a consequence, buyers approach these purchases very conservatively. Forrester surveyed IT security buyers to find out how they respond to emerging social media and found that these tactics have not yet displaced traditional sources of information and influence. There is, however, room for experimentation as security buyers, especially in the US, scan and accept input from multiple digital channels. While Forrester does not expect social media to supersede traditional information sources and media imminently, smart marketers can start to use these tactics to build a community presence today.

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