Summary
B2B marketers actively invest in social media to engage with buyers via both organic and advertising-based programs. According to Forester’s Buyers’ Journey Survey, 2024, buyers find social media meaningful and impactful throughout the purchase process. Buyer impact varies significantly at each stage of the journey by persona, age group, and geography. This report highlights these differences to support marketing program decision-making by identifying areas of opportunity and areas to avoid.
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