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The Rise of the B2B Social Buyer: Results from the ITSMA How Buyers Consume Information Survey, 2011

by on Dec 15, 2011

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Where do buyers of large B2B solutions get information on solution providers? For years, the answer was “my peers.” However, according to ITSMA’s “How Buyers Consume Information Survey,” ...

Where do buyers of large B2B solutions get information on solution providers? For years, the answer was “my peers.” However, according to ITSMA’s “How Buyers Consume Information Survey,” peers are no longer the most influential source of information for buyers of large B2B solutions. We are seeing the rise of the B2B social buyer, who consumes information voraciously and from a variety of sources, including solution provider sites, online communities and social media. Yet, traditional buyers still look to their peers and even to print-based marketing materials first.

What’s a marketer to do? Read this report to find out how to most effectively reach and engage with today’s buyer.

ITSMA conducted the 2011 version of its acclaimed How Customers Choose research across four continents. Specifically, the study answers questions such as:

•How are buyers using social media during the purchase process?
•When creating a short list of providers, what sources of information do they use?
•What is the most important criteria used to select solution providers?

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Study Methodology
In Fall 2011, ITSMA surveyed, via the Web, 465 business and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 60% having $1 billion or more in annual revenue from seven different countries: US, UK, France, Germany, Australia, Brazil, and India.

Respondents were interviewed in the following vertical markets:

•Manufacturing (Consumer/Industrial, process/discrete)
•Financial Services (Banking, Insurance (except healthcare), and investments)
•Communications (Telecom, media, entertainment)
•Energy/Utilities/Oil/Mining/Gas
•Government/Public Sector (Federal/State; no local or education)
•Healthcare (Payer, provider, and benefits)

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The Rise of the B2B Social Buyer: Results from the ITSMA How Buyers Consume Information Survey, 2011 The Rise of the B2B Social Buyer: Results from the ITSMA How Buyers Consume Information Survey, 2011 Presentation Transcript