Advanced Search

Save Or Share This Report

For B2B Marketing Professionals

Socializing The Technology Adoption Cycle

B2B Marketers Can Influence Buyers' Adoption Stages With Social Media

August 25, 2011

Primary author headshot

Authors

  • By Kim Celestre
  • with Peter Burris,
  • ,
  • Eric Hsieh

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.

Get Access

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.

Purchase Report

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

Purchase

Tools And Templates

Vendor Selection Aids

vendor selection icon
  • Technology Adoption Stages And Definitions

Recommended Research