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November 19, 2008 B2B Digital Marketing: A Deep Dive Into IT Services Decision-Makersby G. Oliver Young, Laura Ramos |
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Executive Summary
As social media permeates consumer activity, business-to-business (B2B) markets like high technology and telecommunications also begin to feel their impact. Earlier this year, Forrester surveyed IT services decision-makers to assess the influence of social media in the business services market. Overall these buyers are relationship driven, influenced most by one-on-one interaction; even the Web has a limited impact by comparison. While opportunities for social media exist, services customers are unlikely to respond strongly to such efforts today.
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