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

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.