IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape. This deck represents a role up of the UK, France and Germany.

1. IT Purchasing Goes Social
The Pervasive Influence of
Social Platforms on IT Buying
Commissioned study conducted by:
UK, France and Germany

2. 2
Key drivers of channel use are
trust, efficiency, relevance, and
access
Social networks influence the
entire decision-making
process
ITDMs are active users of
social networks, especially for
business
Key Findings

3. …and use social networks throughout the ENTIRE
decision making process
3
48% 43% 42% 34%39%
Awareness Scope Plan Select Implement
Stages of decision making
65%
Increase in
past 2 years
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany
86%
Increase in
past 2 years

4. Why do ITDMs turn to social networks?
4
TTrust
learn from
trustworthy
peers
(51%)
EEfficiency
quickly
find information
(43%)
RRelevance
relevant to my
needs
(48% )
AAccess
access a
broader network
(46%)
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany

5. LinkedIn is the preferred choice for IT decision makers
5
85%
34%
41%
LinkedIn Personal Social
Networks
Microblogs
Among ITDMs who use at least one for business
Social networks used for business in the past year*:
* Source: LinkedIn/Research Now study of ITDMs in UK, France, and Germany, Q3 2012

6. 3X more connected
40% more likely to use LinkedIn Today
4X more likely to follow tech companies on LinkedIn
ITDMs are especially active in leveraging features and tools
on LinkedIn, compared to the average professional
6
Compared to the average user, ITDMs on LinkedIn are:
ITDMs: members in IT function, Manager+ UK, France and Germany Q3 2012
Source: Internal data, August 2012

7. 7
Key Take-Aways
 Develop a trusted presence on the most relevant channels
 Communicate during the entire purchase process
 Target influencers who can spread your message
 Provide insights that are relevant to the context
 Listen to when, where, and how ITDMs want to engage