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SERIOUSLY SOCIAL
(Potentially) Startling Information About IT
Buyers and Social Media
Social networks now have a
powerful effect on IT and
software buyers.
But you don’t have to believe us …
Believe your buyers.
Forrester Consulting and
Research Now have conducted
the most extensive study so far
of IT buyers and social networks.
Here’s what
they found…
Social Networks have a
dramatic impact on the
B2B IT purchasing process.
Check out these stats
of IT Decision Makers visit
a social network monthly
88%
of IT Decision Makers
use at least one social network for
business purposes
85%
of IT Decision Makers
have engaged with a vendor
on a social network
73%
of IT Decision Makers
have been influenced
by at least one social network
during their decision making
60%
60% of IT decision
makers have had their
decisions influenced
by social networks.
Did you get that?
WHY ARE THEY THERE?
Top 5 Reasons IT Decision Makers Use
Social Media for Business
Top 5 Reasons IT Decision Makers Use
Social Media for Business
•  Trust: 58% want to learn from trustworthy peers and 39%
...
Top 5 Reasons IT Decision Makers Use
Social Media for Business
•  Trust: 58% want to learn from trustworthy peers and 39%
...
Top 5 Reasons IT Decision Makers Use
Social Media for Business
•  Trust: 58% want to learn from trustworthy peers and 39%
...
Top 5 Reasons IT Decision Makers Use
Social Media for Business
•  Trust: 58% want to learn from trustworthy peers and 39%
...
MESSAGE TO MARKETERS
You must engage these decision
makers with the content they’re
looking for in the places they’re
looking for it.
You must take social media
seriously.
Your buyers do.
But wait.
Before you rush in ….
You don’t have to be everywhere
right now.
There’s good news.
Trying to do everything at once could
actually make you suck.
Instead, do one thing right.
Start with:
Why?
Because that’s where your buyers are
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LinkedIn Facebook Twitter
More IT Decisio...
In fact,
You’d have a hard time
finding an IT decision
maker who uses social
media but doesn’t use
LinkedIn
and …
25% of them plan to use
LinkedIn more over the
next year.
2.4 Million
Technology Managers
5.5 Million
C-Level Executives
61,969
Purchasing Agents
right now
On LinkedIn
That’s the good news.
Here’s the bad news.
People are piling on by the thousands
Two new members every second
They’re doing it wrong.
And they’re raising the noise level.
HOW TO GET IT RIGHT
To succeed on LinkedIn you need to have a
strategy and a plan. If you just jump in and start
dabbling, you won’t get aroun...
No matter how fabulous you are as a person,
buyers want something more from you. They
want your expertise. They want you t...
Great relationships are not built in two seconds.
They evolve over time. Try to push too far too
fast and you’ll drive peo...
Your buyers are looking for expertise to help
them solve problems and make better buying
decisions. Sometimes they need pr...
Familiarity helps build trust. Find groups your
prospects belong to and participate. Post status
updates for your connecti...
LinkedIn is not a stand-alone sales or marketing
tactic. It’s a place to connect and start
relationships. It’s an opportun...
If you want to know more about
harnessing the power of
LinkedIn for sales or marketing,
click here to check out our blog.
...
Thanks for reading.
See you on LinkedIn.
Want some help?
We show IT and software companies how to
use LinkedIn to ramp up sales and marketing
effectiveness. Maybe ...
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Using LinkedIn to Reach IT Buyers

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Why B2B companies need to take LinkedIn seriously for sales and marketing effectiveness.

Published in: Sales

Using LinkedIn to Reach IT Buyers

  1. 1. SERIOUSLY SOCIAL (Potentially) Startling Information About IT Buyers and Social Media
  2. 2. Social networks now have a powerful effect on IT and software buyers. But you don’t have to believe us …
  3. 3. Believe your buyers.
  4. 4. Forrester Consulting and Research Now have conducted the most extensive study so far of IT buyers and social networks.
  5. 5. Here’s what they found…
  6. 6. Social Networks have a dramatic impact on the B2B IT purchasing process.
  7. 7. Check out these stats
  8. 8. of IT Decision Makers visit a social network monthly 88%
  9. 9. of IT Decision Makers use at least one social network for business purposes 85%
  10. 10. of IT Decision Makers have engaged with a vendor on a social network 73%
  11. 11. of IT Decision Makers have been influenced by at least one social network during their decision making 60%
  12. 12. 60% of IT decision makers have had their decisions influenced by social networks. Did you get that?
  13. 13. WHY ARE THEY THERE?
  14. 14. Top 5 Reasons IT Decision Makers Use Social Media for Business
  15. 15. Top 5 Reasons IT Decision Makers Use Social Media for Business •  Trust: 58% want to learn from trustworthy peers and 39% want to learn from experts
  16. 16. Top 5 Reasons IT Decision Makers Use Social Media for Business •  Trust: 58% want to learn from trustworthy peers and 39% want to learn from experts •  Efficiency: 40% want to quickly find info
  17. 17. Top 5 Reasons IT Decision Makers Use Social Media for Business •  Trust: 58% want to learn from trustworthy peers and 39% want to learn from experts •  Efficiency: 40% want to quickly find info •  Relevance: 37% want relevant context to connect with vendors
  18. 18. Top 5 Reasons IT Decision Makers Use Social Media for Business •  Trust: 58% want to learn from trustworthy peers and 39% want to learn from experts •  Efficiency: 40% want to quickly find info •  Relevance: 37% want relevant context to connect with vendors •  Access: 49% want access to a broader network
  19. 19. MESSAGE TO MARKETERS
  20. 20. You must engage these decision makers with the content they’re looking for in the places they’re looking for it.
  21. 21. You must take social media seriously.
  22. 22. Your buyers do.
  23. 23. But wait.
  24. 24. Before you rush in ….
  25. 25. You don’t have to be everywhere right now. There’s good news.
  26. 26. Trying to do everything at once could actually make you suck.
  27. 27. Instead, do one thing right.
  28. 28. Start with:
  29. 29. Why?
  30. 30. Because that’s where your buyers are 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LinkedIn Facebook Twitter More IT Decision Makers Use LinkedIn
  31. 31. In fact,
  32. 32. You’d have a hard time finding an IT decision maker who uses social media but doesn’t use LinkedIn
  33. 33. and …
  34. 34. 25% of them plan to use LinkedIn more over the next year.
  35. 35. 2.4 Million Technology Managers
  36. 36. 5.5 Million C-Level Executives
  37. 37. 61,969 Purchasing Agents
  38. 38. right now On LinkedIn
  39. 39. That’s the good news.
  40. 40. Here’s the bad news.
  41. 41. People are piling on by the thousands
  42. 42. Two new members every second
  43. 43. They’re doing it wrong. And they’re raising the noise level.
  44. 44. HOW TO GET IT RIGHT
  45. 45. To succeed on LinkedIn you need to have a strategy and a plan. If you just jump in and start dabbling, you won’t get around the noise. You will BE the noise. How to get LinkedIn right 1. Be strategic
  46. 46. No matter how fabulous you are as a person, buyers want something more from you. They want your expertise. They want you to help them. You’ll need content that provides value. How to get LinkedIn right 1. Be prepared
  47. 47. Great relationships are not built in two seconds. They evolve over time. Try to push too far too fast and you’ll drive people away. Just like in the off-line world. How to get LinkedIn right 3. Be patient
  48. 48. Your buyers are looking for expertise to help them solve problems and make better buying decisions. Sometimes they need product or service information. Sometimes they don’t. How to get LinkedIn right 4. Be helpful
  49. 49. Familiarity helps build trust. Find groups your prospects belong to and participate. Post status updates for your connections (but not too many). Start your own group and make it a hub of relevant information and discussions. How to get LinkedIn right 5. Be active
  50. 50. LinkedIn is not a stand-alone sales or marketing tactic. It’s a place to connect and start relationships. It’s an opportunity to drive qualified traffic to your website; to add prospects to your list. You must be ready to move the relationship along. How to get LinkedIn right 6. Be ready to move
  51. 51. If you want to know more about harnessing the power of LinkedIn for sales or marketing, click here to check out our blog. What next? You might also be interested in joining our LinkedIn group.
  52. 52. Thanks for reading. See you on LinkedIn.
  53. 53. Want some help? We show IT and software companies how to use LinkedIn to ramp up sales and marketing effectiveness. Maybe we can help you. Contact us for a free LinkedIn strategy session.

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