How Network And Telecom Buyers Use B2B Media To Make Purchase Decisions

The fact that business-to-business (B2B) marketers lag behind their B2C counterparts in their use of digital and social media is a consistent trend found in Forrester research. The real question is: Are business buyers using interactive media at a faster rate than marketers adopt it in their communication plans? This presentation looks at how network and telecommunications buyers specifically use B2B media to inform their purchase decisions, including which information sources and magazine titles they turn to for guidance. Despite the growing interest in online and hype around Web 2.0 approaches, listeners may be surprised to find to what extent business buyers continue to rely on traditional, industry-specific media when on the job.

Agenda:

• While B2B marketers may lag behind B2C in making the digital shift, are network and telecommunications buyers lagging behind as well?
• Which titles do they rely on most to inform purchase decisions?
• Which sources of information do business buyers find invaluable for informing their business purchase decisions, helping them do their jobs better, and growing professionally?
• What does this mean to B2B marketers?

Vendors mentioned: American Business Media, AT&T, Avaya, Bell Canada, Cingular, Cisco, Juniper Networks, Orange, Nortel, Telus, Verizon