Executive Summary (This is a document excerpt)

Technology buying is a highly considered, collaborative process, one ideally suited for social interactions. To see how emerging digital media affect the process, Forrester surveyed 1,217 technology decision-makers to find out which online sources will drive purchase decision-making. Overall, more respondents expect to rely on technical support forums than any other social option. This shows how sequential, topic-oriented discussion groups may become the proving ground for community activity as business-oriented, social interactions accelerate. To tap into this activity, smart business-to-business (B2B) marketers will invest in ways to model buyer behavior, refine segmentation, and build social behaviors into buyer personas.

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