Advanced Search

Save Or Share This Report

For B2B Marketing Professionals

Social Technographics®: Business Technology Buyers

Second Annual Review Of The Social Technographics Of Business Technologists

April 28, 2010

Primary author headshot

Authors

  • By Peter Burris
  • with Peter O'Neill,
  • Zachary Reiss-Davis,
  • Madiha Ashour

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • The Technology Marketplace Is Getting More Social
  • My Place Or Yours: Don't Bet On The Wrong Location, Location, Location
  • The Missing Ingredient In B2B Social Marketing Strategies: Customer Value
  • RECOMMENDATIONS

  • Let Customers Shape Your Plan For Blending Social Into Your Marketing Mix
  • WHAT IT MEANS

  • The Era Of Customer-Centric, Community Marketing Finally Is At Hand
  • Supplemental Material
  • Related Research Documents

Recommended Research