Identifying IT Buyers' Hidden Influencers
Finding And Nurturing Your Brand Presence Beyond Your Formal Channels
July 24, 2007
Why Read This Report
Small and medium-size business (SMB) IT sales are influenced by many parties, including peers, consultants, bloggers, and technology resellers. The influencers that buyers turn to vary by product, can change over time, and play different roles at different stages of the sales cycle. To determine which influencers to work with, vendors need to identify and characterize the influencers in their market. This requires a comprehensive influencer identification program and the establishment of criteria for ranking influencer impact on the decision process. Doing this will allow vendors to prioritize influencer marketing spending, discover previously unidentified influencers, and track changes in influencer use over time.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Vendors Need To Address Influencers In A Highly Targeted Manner
- Influencer Management Begins With Knowing Who The Influencers Are
- Related Research Documents
How Customer Activation Better Wins And Serves Business Buyers
January 2, 2015 | Laura Ramos
AR Must Reduce Time-To-Influence (TTI)
April 12, 2010 | Kevin Lucas
Pragmatic Examples Of KPI Construction Within Industry Analyst Relations
June 10, 2009 | Kevin Lucas