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B2BM
April 2009
16
News
≤
Go to www.b2bm.biz/news
B2B buyers need to rethink their
attitude to social media, says report
Sean Marland looks at the latest report from Forrester Research, which suggests an alarming
amount of B2B buyers are ignoring information on industry social media networks
B
2B marketers are
running the risk of
falling behind their
rivals if they
disregard information
available on industry social
media networks, according to a
Forrester Research survey.
The report in question, titled
‘The Social Technographics of
Business Buyers’ revealed that
although 77 per cent of
business technology decision-
makers were engaging with
social media sites on the job,
the majority of B2B marketers
do not use the information
available to effectively influence
their customers purchasing
decisions.
This news comes despite
Forrester discovering that more
people in the industry are using
social media than ever before.
The research institution
surveyed more than 1200
business technology decision-
makers in North America and
Europe, finding their social
media participation ‘exceeded social networks, and crucially purchasing process, and this, many simply observe other
all previous benchmarks’. where some of them fail to Forrester says, is where people doing this.
Using the same analytical recognise their potential. marketers need to catch up fast. The information these
framework pioneered by its Three quarters of B2B people are accessing is infinite
Social Technographics Profile Missing out decision-makers regularly use and being constantly updated,
for helping marketers The report’s definitive statistic social media networks at work. yet examples of it being
understand how consumers is that 51 per cent of those These users fall into two broad extracted and moulded into
approach social technologies, participating felt that social categories; approximately one effective marketing strategy are
Forrester has investigated how media does not play an third contribute and add to all too infrequent.
B2B decision-makers view important role in the networks and around twice as The survey does not come
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