Trends Report

B2B Tech Marketers Are The Key To Competitive Success In Customer-Centric European Markets

B2B Social Technographics® Data For Q1 2011 Confirms That Social Media Usage In Europe Continues At A High Level

August 9th, 2011
With contributors:
Peter Burris , Sophia Vargas

Summary

Forrester has completed its Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers, which marks the third year we've conducted this survey As in the US, European tech buyers' adoption of social media in the tech buying cycle has plateaued compared with 2010; although they continue to be more aggressive than their American counterparts. Social media is making European tech markets even more customer-centric, so tech marketing — the function best suited to sustain engagement across the whole customer life cycle — becomes key to competitive success. But business-to-business (B2B) tech marketers must also be sensitive to preference variations across Europe when planning and implementing their social media strategies.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.