For B2B Marketing Professionals

Socializing The Technology Adoption Cycle

B2B Marketers Can Influence Buyers' Adoption Stages With Social Media

    Why Read This Report

    Technology marketers face the ongoing challenge of how to align content touches with their customers' preferences for information sources. Social media heightens this challenge because poorly aligned content can go negatively viral. While technology marketers seek more effective tactics to meet their customers' needs, their customers seek more useful business-to-business (B2B) social media channels that provide them with information that has real value during their decision-making process. One powerful way technology marketers can close this gap is by optimizing social media tactics for each stage in the buyers' technology adoption cycle. These technology adoption patterns lead to safe bets that B2B technology marketers can take for engagement, as long as they follow a customer-driven approach.
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    • Vendor Selection Aids:

      Technology Adoption Stages And Definitions