Trends Report

When To Socialize Online With B2B Buyers

The Social Technographics® Of Business Buyers Reveals Purchasing Influencers

December 30th, 2010
With contributors:
Matthew Dernoga , David Cooperstein , Zachary Reiss-Davis

Summary

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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