Summary
Social media is a global phenomenon creating profound change in B2B buyer behavior and the nature of the relationship between technology buyers and vendors. While social media is evolving into a valuable marketing tool, local adoption of social technologies and related buying behavior varies greatly across regions and countries. Forrester's Social Technographics research for B2B buyers shows how these differences vary across North American, UK, French, and German markets. Technology marketers must take these differences into account as they define and execute marketing programs across geographies.
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