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For B2B Marketing Professionals

When To Socialize Online With B2B Buyers

The Social Technographics® Of Business Buyers Reveals Purchasing Influencers

December 30, 2010

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  • By Jeff Ernst
  • with David M. Cooperstein,
  • Matthew Dernoga,
  • Zachary Reiss-Davis

Why Read This Report

Does the hype that surrounds social media's impact on how consumers buy translate to business environments? Forrester's North American And European B2B Social Technographics® Online Survey, Q1 2010, shows that while business buyers in marketing, finance, and human resources (HR) are using social media for business purposes, they still rely on traditional sources of information when making business buying decisions. Business-to-business (B2B) marketing leaders need to use social media to start building trusted relationships before prospects are in an active buying cycle, and this effort must link back to support for sales teams and other offline influencers.

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Tools And Templates

Vendor Selection Aids

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  • People — Peers, Consultants, Sales Reps — Have The Most Impact On Vendor Selection

Table of Contents

  • Business Buyers Are Going Social
  • Match Social Media Marketing Strategy With Problem-Solving Behaviors

  • What's The Problem? That's The Question To Ask
  • Supplemental Material
  • Related Research Documents