Why Read This
Forrester's North American And European business-to-business (B2B) Social Technographics Online Survey, Q1 2010, of technology buyers and their social media habits shows the important, but still constrained, role that social media are playing in business technology decision-making. While the adoption numbers for social media in the business technology community remain significantly higher than any other demographic studied by Forrester, business technologists are not cleanly substituting social for other decision-making approaches and information sources, but rather are adding social in a complementary way. Tech marketers must follow suit, mixing traditional and social tactics to achieve broad community marketing objectives. Social Technographics remains an essential tool in this quest, highlighting both the tactical and strategic moves tech marketers can make to digitally engage customers, productively scale market interactions, and turn tech marketing into a competitive weapon.