The document summarizes a study on B2B technology purchase decision making. Key findings include:
1) Word of mouth from peers is now the most influential factor for 86% of B2B tech buyers, up from the previous study.
2) B2B buyers are increasingly sharing information digitally like through email and LinkedIn rather than just in person.
3) "Expert peers" on sites like LinkedIn and with relevant experience now have high impact on purchase decisions through their recommendations.
Insights social bridge to it committee - e book - usTony Weinberg
The document discusses how social media is influencing IT purchasing decisions. It finds that an "IT Committee" made up of individuals from various departments, not just IT, makes decisions. This committee seeks insights from vendors on social media like LinkedIn. While only 3 vendors make the shortlist, marketers can build long-term relationships and earn consideration by providing relevant and engaging content tailored to the committee's needs. Content should address both senior and junior members. The document provides implications for marketers, such as targeting multiple functions, customizing content, earning leads through social media, focusing on relationships, and tracking inclusion on shortlists.
Linkedin the Social Bridge to the IT CommitteeJill Sida
Social media is not just for connecting with peers. The IT Committee actively seeks insights and conversations with vendors on social media.
•2 in 3 are open to connecting with a new vendor.
•3 in 4 are ready to have a conversation with a new vendor on social media.
Trust drives brand perception, and the IT Committee trust LinkedIn more than other websites to receive information relevant to their IT decisions.
The IT Committee are >50% more likely to engage with their vendors on LinkedIn than on other social networks.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that the IT committee uses social media at every stage of the purchasing process and is open to conversations with vendors. However, vendors need to provide valuable, relevant content rather than just marketing to earn trust and make the small vendor shortlist. The study suggests technology marketers use social media like LinkedIn to engage in conversations, share diverse content, and build long-term relationships with IT decision makers.
Sydney Tech Breakfast: Presenting the Social Bridge to the IT CommitteeLinkedIn
New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
This document provides an overview and summary of a webinar on 2009 market research dynamics and lessons from across the industry. It includes sections on speakers, Vovici as the hosting company, upcoming conferences, requested webinar topics, and an agenda covering trends in various areas of market research including quantitative research, social media, analysis and communications, and quality.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that IT committees are highly influenced by social media across different stages of their decision making process. They actively seek conversations with vendors on social platforms to learn about new solutions. However, vendors risk being sidelined if they just use social media for marketing without providing valuable, relevant content. The summary should establish that social media is important for technology companies to foster long-term relationships with IT committees and influencers to make it onto their shortlists for new projects and solutions.
The Social Bridge to the IT Committee Australian ResearchLinkedIn
The document discusses how social media can help technology companies build relationships with IT buyers and committees. It finds that 60% of buyers are highly informed and use social media for their purchasing decisions. While tech companies risk being sidelined without engaging on social media, the IT committee actively seeks conversations with vendors to learn about products and industry trends. The document recommends that tech companies provide valuable, authentic content tailored to each stage of the purchasing process in order to build trust and make the shortlist of vendors considered for projects.
Insights social bridge to it committee - e book - usTony Weinberg
The document discusses how social media is influencing IT purchasing decisions. It finds that an "IT Committee" made up of individuals from various departments, not just IT, makes decisions. This committee seeks insights from vendors on social media like LinkedIn. While only 3 vendors make the shortlist, marketers can build long-term relationships and earn consideration by providing relevant and engaging content tailored to the committee's needs. Content should address both senior and junior members. The document provides implications for marketers, such as targeting multiple functions, customizing content, earning leads through social media, focusing on relationships, and tracking inclusion on shortlists.
Linkedin the Social Bridge to the IT CommitteeJill Sida
Social media is not just for connecting with peers. The IT Committee actively seeks insights and conversations with vendors on social media.
•2 in 3 are open to connecting with a new vendor.
•3 in 4 are ready to have a conversation with a new vendor on social media.
Trust drives brand perception, and the IT Committee trust LinkedIn more than other websites to receive information relevant to their IT decisions.
The IT Committee are >50% more likely to engage with their vendors on LinkedIn than on other social networks.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that the IT committee uses social media at every stage of the purchasing process and is open to conversations with vendors. However, vendors need to provide valuable, relevant content rather than just marketing to earn trust and make the small vendor shortlist. The study suggests technology marketers use social media like LinkedIn to engage in conversations, share diverse content, and build long-term relationships with IT decision makers.
Sydney Tech Breakfast: Presenting the Social Bridge to the IT CommitteeLinkedIn
New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
This document provides an overview and summary of a webinar on 2009 market research dynamics and lessons from across the industry. It includes sections on speakers, Vovici as the hosting company, upcoming conferences, requested webinar topics, and an agenda covering trends in various areas of market research including quantitative research, social media, analysis and communications, and quality.
The document discusses how social media, particularly LinkedIn, can help technology companies build relationships with IT buyers and committees. It finds that IT committees are highly influenced by social media across different stages of their decision making process. They actively seek conversations with vendors on social platforms to learn about new solutions. However, vendors risk being sidelined if they just use social media for marketing without providing valuable, relevant content. The summary should establish that social media is important for technology companies to foster long-term relationships with IT committees and influencers to make it onto their shortlists for new projects and solutions.
The Social Bridge to the IT Committee Australian ResearchLinkedIn
The document discusses how social media can help technology companies build relationships with IT buyers and committees. It finds that 60% of buyers are highly informed and use social media for their purchasing decisions. While tech companies risk being sidelined without engaging on social media, the IT committee actively seeks conversations with vendors to learn about products and industry trends. The document recommends that tech companies provide valuable, authentic content tailored to each stage of the purchasing process in order to build trust and make the shortlist of vendors considered for projects.
Building Engaging Websites and Digital ExperiencesDNN
It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.
Stefan Tornquist, VP Research at Econsultancy shares trends, best practices and case studies around engaging websites and digital experiences. In this presentation, Stefan shares:
- Challenges of connecting to digitally-empowered customers
- Methods of engagement through customer experience mapping
- Challenges and opportunities in building great digital experiences
- Case studies showcasing best practices in engaging digital experiences
To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Social commerce helps organizations understand both internal and external stakeholders to improve processes, leverage knowledge, and increase efficiency and effectiveness. Social networks provide opportunities for collaboration, innovation, and emergent interactions that influence corporate strategy. Companies are recognizing the importance of experiences and using social media to engage customers in conversations to provide mutual value.
The Top 11 PR Research Insights of 2017sjackson625
For the fourth annual edition of the Top 10 Research Insights of 2017, the Institute for Public Relations added an 11th study because they believed each study provided important learnings for the public relations profession. The studies ranged from topics like digital literacy challenges, managing brand positioning relative to external pressures, the effects of workplace automation, and Americans' declining trust in major companies and their ethical behavior. The IPR board of trustees, comprising senior-level PR executives, helped select studies that addressed important issues for the field.
The document summarizes 11 research studies on public relations topics from 2017 that were selected by the Institute for Public Relations Board of Trustees. The studies covered issues such as digital transformation challenges, managing brand positioning relative to external pressures, a widening gender gap in PR leader performance, American concerns about automation effects, coping with digital and social media trends, predicting job creation may outpace displacement from automation, the importance of employer branding, younger adults being less likely to recall news sources, low public trust in companies behaving ethically, Facebook being a top news gatekeeper, and some journalist concerns about PR content quality. Each study is briefly described in 2-3 sentences highlighting the topic, conducting organization, and key findings.
The Brunswick Group conducted an online survey among buy-side investors and sell-side analysts to understand how investors use digital media platforms to research and make an investment decision.
Digital media in this report is defined as social media platforms such as Facebook and LinkedIn, as well as online tools such as search engines.
Brunswick surveyed 150 investor and analysts across North America, Europe, the UK, and Asia between November and December of 2017. Tracking data from previous waves in 2016 and 2015 is included for comparison.
Monitoring Social Media for Investor Relations - September 17, 2009Darrell Heaps
The document outlines a panel discussion on monitoring social media for investor relations. It discusses key trends in social media use for IR like the rise of Twitter and corporate blogs being seen as fair disclosure. The panel will cover where companies should look for conversations, what they should listen for, who they should engage with, and what tools they can use for monitoring and engagement.
This document summarizes the key findings from Deloitte's 2019 Global Blockchain Survey. Some of the main highlights include:
- 53% of respondents now see blockchain as a top-five strategic priority, a 10 point increase from 2018, showing it is gaining importance.
- 83% see compelling use cases for blockchain, up from 74% the prior year, as more practical applications emerge.
- While investment and interest in blockchain is growing, 43% still view it as overhyped, reflecting a need for more proven implementations.
- Barriers to adoption are now more evenly distributed compared to 2018, showing a more mature understanding of blockchain's challenges.
Integrating Marketing Session - Charlotte AMA Spring WorkshopJon Barlow
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
How advocate marketing boosts lead to-revenue managementInfluitive
Despite advances in lead to revenue management practices, many B2B marketers struggle to improve conversion rates at each stage of the buying process. They have dozens of digital tools and tactics to try at each of these stages, yet many B2B marketers fail to leverage their single biggest asset for igniting revenue growth - the passion of their customers, fans and evangelists.
Join Forrester Analyst Lori Wizdo and Influitive CEO Mark Organ for their discussion on how mobilizing advocates can boost performance at every stage of the lead-to-revenue process: attract, capture, nurture, convert and expand.
2014 Brunswick Investor Use of Digital and Social Media SurveyBrunswick Group
Brunswick is pleased to announce the release of our fourth annual survey on digital media usage by the investment community. Key findings from the survey include:
• 70% of investors believe that the role of digital media will play an increasing role in future investment decisions
• 29% of investors are proactively following up on leads initially found on micro-blogging services, such as Twitter
• Twitter influence continues to expand, but its growing influence may be under-reported due to recent inclusion on other platforms, like Bloomberg
• In ranking their top sources, investors gave information direct from companies an average rating of 1.9, higher than any other source
• 35% of investors listed real-time subscription services, like Bloomberg, as becoming more valuable for their work, compared to 22% on our last survey
Re:Engage: Accelerating Sales Pipeline w/ Marketing's New DynamicsScott Salkin
The document discusses how marketing and sales have changed dramatically in recent years due to new buyer behaviors and technologies. Buyers now do extensive research online before engaging with sales, and use a variety of information sources and networks to make purchase decisions. This has shifted power to buyers and made traditional sales approaches like cold calling much less effective. The document recommends that companies focus on understanding buyer motivations, demonstrating value over price, stopping ineffective sales tactics, enabling sales teams, and aligning marketing and sales around content and messaging to engage buyers throughout the purchase process.
A presentation given at the PR Consultants Group (PRCG) annual meeting. Include:
-Perspectives of the PR tech landscape
- Review: 5 all-in-one PR tools
-Briefly: other all-in-one PR software tools
-Innovations in PR tech to watch
Linked in insights follower impact debranded consumer electronics example jun...Jennie Chen
Followers of a global consumer electronics brand on LinkedIn are the brand's most valuable social media asset. They are more likely than non-followers to purchase and recommend the brand's products, and intend to spend over $1000 on consumer electronics in the next year. The followers see LinkedIn as a preferred source of trusted information and are influential advisors on technology. Having more followers on LinkedIn provides an opportunity to significantly increase the brand's reach through targeted updates.
Q4 Web Systems + Follow The New Investor Web & Social Media - March 13, 2012Darrell Heaps
On March 13, 2012 Q4's CEO, Darrell Heaps moderated a discussion that centred around the emergence of the investor web and social media as an important channel for investors to gather and share ideas.
We had three great panelists including: Brian Rivel, President, Rivel Research Group; Kelly Freeman, Manager Investor Relations, PotashCorp; and Heather Hunter, Director, Marketing Communications, Safeguard Scientifics.
Listen in and you'll:
- Discover the most recent trends in online communications
- Hear how an integrated approach using the IR website and social media can help expand your reach and attract and influence investors.
- Learn what tools, channels and tactics should be employed to maximize an integrated approach to online communications.
Building Engaging Websites and Digital ExperiencesDNN
It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.
Stefan Tornquist, VP Research at Econsultancy shares trends, best practices and case studies around engaging websites and digital experiences. In this presentation, Stefan shares:
- Challenges of connecting to digitally-empowered customers
- Methods of engagement through customer experience mapping
- Challenges and opportunities in building great digital experiences
- Case studies showcasing best practices in engaging digital experiences
To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Social commerce helps organizations understand both internal and external stakeholders to improve processes, leverage knowledge, and increase efficiency and effectiveness. Social networks provide opportunities for collaboration, innovation, and emergent interactions that influence corporate strategy. Companies are recognizing the importance of experiences and using social media to engage customers in conversations to provide mutual value.
The Top 11 PR Research Insights of 2017sjackson625
For the fourth annual edition of the Top 10 Research Insights of 2017, the Institute for Public Relations added an 11th study because they believed each study provided important learnings for the public relations profession. The studies ranged from topics like digital literacy challenges, managing brand positioning relative to external pressures, the effects of workplace automation, and Americans' declining trust in major companies and their ethical behavior. The IPR board of trustees, comprising senior-level PR executives, helped select studies that addressed important issues for the field.
The document summarizes 11 research studies on public relations topics from 2017 that were selected by the Institute for Public Relations Board of Trustees. The studies covered issues such as digital transformation challenges, managing brand positioning relative to external pressures, a widening gender gap in PR leader performance, American concerns about automation effects, coping with digital and social media trends, predicting job creation may outpace displacement from automation, the importance of employer branding, younger adults being less likely to recall news sources, low public trust in companies behaving ethically, Facebook being a top news gatekeeper, and some journalist concerns about PR content quality. Each study is briefly described in 2-3 sentences highlighting the topic, conducting organization, and key findings.
The Brunswick Group conducted an online survey among buy-side investors and sell-side analysts to understand how investors use digital media platforms to research and make an investment decision.
Digital media in this report is defined as social media platforms such as Facebook and LinkedIn, as well as online tools such as search engines.
Brunswick surveyed 150 investor and analysts across North America, Europe, the UK, and Asia between November and December of 2017. Tracking data from previous waves in 2016 and 2015 is included for comparison.
Monitoring Social Media for Investor Relations - September 17, 2009Darrell Heaps
The document outlines a panel discussion on monitoring social media for investor relations. It discusses key trends in social media use for IR like the rise of Twitter and corporate blogs being seen as fair disclosure. The panel will cover where companies should look for conversations, what they should listen for, who they should engage with, and what tools they can use for monitoring and engagement.
This document summarizes the key findings from Deloitte's 2019 Global Blockchain Survey. Some of the main highlights include:
- 53% of respondents now see blockchain as a top-five strategic priority, a 10 point increase from 2018, showing it is gaining importance.
- 83% see compelling use cases for blockchain, up from 74% the prior year, as more practical applications emerge.
- While investment and interest in blockchain is growing, 43% still view it as overhyped, reflecting a need for more proven implementations.
- Barriers to adoption are now more evenly distributed compared to 2018, showing a more mature understanding of blockchain's challenges.
Integrating Marketing Session - Charlotte AMA Spring WorkshopJon Barlow
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
How advocate marketing boosts lead to-revenue managementInfluitive
Despite advances in lead to revenue management practices, many B2B marketers struggle to improve conversion rates at each stage of the buying process. They have dozens of digital tools and tactics to try at each of these stages, yet many B2B marketers fail to leverage their single biggest asset for igniting revenue growth - the passion of their customers, fans and evangelists.
Join Forrester Analyst Lori Wizdo and Influitive CEO Mark Organ for their discussion on how mobilizing advocates can boost performance at every stage of the lead-to-revenue process: attract, capture, nurture, convert and expand.
2014 Brunswick Investor Use of Digital and Social Media SurveyBrunswick Group
Brunswick is pleased to announce the release of our fourth annual survey on digital media usage by the investment community. Key findings from the survey include:
• 70% of investors believe that the role of digital media will play an increasing role in future investment decisions
• 29% of investors are proactively following up on leads initially found on micro-blogging services, such as Twitter
• Twitter influence continues to expand, but its growing influence may be under-reported due to recent inclusion on other platforms, like Bloomberg
• In ranking their top sources, investors gave information direct from companies an average rating of 1.9, higher than any other source
• 35% of investors listed real-time subscription services, like Bloomberg, as becoming more valuable for their work, compared to 22% on our last survey
Re:Engage: Accelerating Sales Pipeline w/ Marketing's New DynamicsScott Salkin
The document discusses how marketing and sales have changed dramatically in recent years due to new buyer behaviors and technologies. Buyers now do extensive research online before engaging with sales, and use a variety of information sources and networks to make purchase decisions. This has shifted power to buyers and made traditional sales approaches like cold calling much less effective. The document recommends that companies focus on understanding buyer motivations, demonstrating value over price, stopping ineffective sales tactics, enabling sales teams, and aligning marketing and sales around content and messaging to engage buyers throughout the purchase process.
A presentation given at the PR Consultants Group (PRCG) annual meeting. Include:
-Perspectives of the PR tech landscape
- Review: 5 all-in-one PR tools
-Briefly: other all-in-one PR software tools
-Innovations in PR tech to watch
Linked in insights follower impact debranded consumer electronics example jun...Jennie Chen
Followers of a global consumer electronics brand on LinkedIn are the brand's most valuable social media asset. They are more likely than non-followers to purchase and recommend the brand's products, and intend to spend over $1000 on consumer electronics in the next year. The followers see LinkedIn as a preferred source of trusted information and are influential advisors on technology. Having more followers on LinkedIn provides an opportunity to significantly increase the brand's reach through targeted updates.
Q4 Web Systems + Follow The New Investor Web & Social Media - March 13, 2012Darrell Heaps
On March 13, 2012 Q4's CEO, Darrell Heaps moderated a discussion that centred around the emergence of the investor web and social media as an important channel for investors to gather and share ideas.
We had three great panelists including: Brian Rivel, President, Rivel Research Group; Kelly Freeman, Manager Investor Relations, PotashCorp; and Heather Hunter, Director, Marketing Communications, Safeguard Scientifics.
Listen in and you'll:
- Discover the most recent trends in online communications
- Hear how an integrated approach using the IR website and social media can help expand your reach and attract and influence investors.
- Learn what tools, channels and tactics should be employed to maximize an integrated approach to online communications.
The Pisoni Family announces the 2014 Spring release of their Lucia wines. This release consists of the 2012 vintages of Lucia Chardonnay, Pinot Noir and Syrah from the Soberanes Vineyard, as well as the Santa Lucia Highlands cuvées.
A leg up on the competition cat summer campJessica Jung
Rudy Garcia Tolson is an accomplished Paralympic athlete who was born without legs but has not let that limit him. He holds several national swimming records and competes in triathlons. At age 12 he ran a 5k race in under 21 minutes. Despite undergoing 15 surgeries as a child to address a birth defect affecting his legs, Rudy chose to have both legs amputated below the knees. He went on to win gold in the 200m individual medley at the 2004 Athens Paralympics at age 15, breaking the world record. Rudy remains dedicated to his training while also making time for school, friends, and just being a kid. He rejects being called disabled and instead focuses on his accomplishments
Foundry's 2022 Customer Engagement study provides insight into the content types and vendor engagement preferences of IT decision-makers as organizations advance their use of technology to improve customer experiences and streamline processes.
Scottish Government 'Digital Summit' 29-May-09diusgovuk
This document discusses digital engagement strategies for the Department for Innovation, Universities and Skills (DIUS). It provides statistics from surveys on youth internet and social media usage. It outlines DIUS's vision for using social media to listen to public debates, identify issues, gather ideas, understand problems, and refine policy proposals. It discusses audiences, tools, and challenges for digital engagement, emphasizing the need for interactive organizations and moderating social media carefully.
Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.
Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.
Network with other marketing leaders to share insights and expertise.
Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Mi...Laura Edell
Social Media and Business Intelligence converge to yield an amazingly rich content source for driving all types of business, not just media companies. The key is to understand your web traffic and how to report using tools to do so without causing major headaches or heavy analytical lifting.
In 2013 LinkedIn launched global research with comScore, The Social Bridge to the IT Committee, which identified an influential group of tech decision makers, called the IT Committee. This research looked at why the IT Committee are using social media to inform their purchasing decisions, and why marketers need to engage them on social.
This research showed how critical it is that we change as fast as possible or continue to hurt the growth potential of our companies. As well as the ability to retain clients.
This year we wanted to understand how IT marketers can best educate and engage the IT Committee through content that is truly valuable.
Big Data Webinar held on July 31, 2014 featured speakers from Gorkana Group, Interbrand, and Weber Shandwick discussing big data for PR professionals. The webinar covered what big data is, why PR should join the big data conversation, and how to get started integrating PR data with other marketing data sources. Key points included: defining big data as large, diverse data sets that can provide insights; the importance of including PR measurement data in brand valuation models to demonstrate PR's value and impact; and starting with small data integration projects to break down data silos within organizations.
The document discusses how social media is influencing IT purchasing decisions. It finds that the "IT Committee" that makes decisions extends beyond IT to other departments, and seeks insights from vendors on social media. Only 3 vendors typically make the shortlist, so marketers need to build long-term relationships through relevant and engaging content on platforms like LinkedIn in order to influence decisions and purchases. Senior decision makers prefer thought leadership content while junior roles engage more with best practices; developing content for both is important. High engagement on LinkedIn increases meetings and advocacy.
State of Research Insights in Q1, 2024 from NewMRRay Poynter
Join us as Ray Poynter of NewMR presents the latest updates from NewMR’s study into the state of insights. This is the third wave in an ongoing series, where NewMR checks on topics such as:
- How optimistic are insight professionals?
- What are they most positive about?
- What are their main worries?
Ray will present the latest findings in the context of the two waves from 2023.
Ray will also present information about the skills people are seeking to learn and their preferences for face-to-face events.
We will also share a link for you to download the NewMR report into Optimism in the insights and research ecosystem.
In the final section of the webinar, Ray will illustrate how he used the AI-powered ResearchWiseAI tool to kick start his analysis.
Access the event recording via NewMR.org/Play-Again
Nurturing the IT Committee Lead: Is Marketing Helping or Hurting?LinkedIn
This sneak preview of the latest LinkedIn IT research was presented during our 2014 Tech Roadshow. Learn more about how tech brands should build trust and credibility with IT Committee members on LinkedIn.
The Social Bridge to the IT Committee - BrazilLinkedIn
The document discusses research on the social media behaviors and preferences of IT decision makers in Brazil. Some key findings include:
1) The IT committee that makes purchasing decisions includes people from outside IT, like other business functions, and over a third are non-managers.
2) Nearly all IT committee members use social media monthly for business purposes like LinkedIn. Social media provides trust, efficiency, relevance and access throughout the purchasing process.
3) Vendors must foster long-term relationships through valuable content in order to make the shortlist of only 4 vendors that most IT committees consider for purchases. Traditional lead generation is less effective.
What's a government department doing on Twitter?Steph Gray
The document discusses how government departments can use social media to better engage with the public. It provides statistics on social media usage among youth and employers. It then outlines the benefits of digital engagement and public services using social media to discuss ideas, deliver information and services, and prompt action. It emphasizes the importance of listening, identifying key issues, designing solutions, and sustaining relationships online.
This document discusses research from Forrester on how business technology buyers use social media at different stages of the purchasing process. It finds that buyers increasingly use social platforms for discovery, evaluation, and engagement after purchasing. The document advises vendors to focus their social efforts on participating in relevant online communities by sharing expertise, amplifying customer solutions, and acting as connectors rather than just advertising. It provides examples of how vendors can engage through technical content, sharing existing resources, and helping customers, which IT professionals value more than ads alone. Overall, the document argues that active social engagement across all stages of the buying process is important for vendors seeking to influence technology purchases.
Foundry's Customer Engagement study was previously released under the IDG Communications brand. The study provides insight into the various types and volume of content tech buyers consume throughout their buying journey, and also helps tech vendors understand ITDMs' engagement preferences when it comes to vendor follow-up and maintaining relationships.
UBM Tech surveyed several hundred IT professionals to better understand their thoughts about the effectiveness of executive events such as roundtables and forums. The survey revealed that such events are a potent marketing tool that can help you build relationships with new customers, and deepen long-term relationships with existing ones. It also provided valuable information on how to ensure success and get the most out of the executive events you sponsor as a way to stay close to your customers.
2010 – The Year Of Social Business UC Expo Unified CommunicationsJulian Bradder
My presentation on social business, relevant networks and how vendors in communications will start to align content for relevant social business platforms.
Our Changing Relationship with Brands - The Inversion of InfluenceEdelman
This document discusses the inversion of influence where consumers now have more power than brands. It outlines three key digital trends that put consumers at the center: 1) Video is dominating online consumption. 2) Influencers are effective content creators for brands. 3) Social listening provides intelligence for brands but few are truly listening. It advocates for taking an intelligence-led approach to content marketing focused on the target audience to create resonant messages and ensure delivery through the right channels.
This document discusses the rise of social media marketing for B2B companies. It notes that social media allows companies to directly reach customers without traditional media intermediaries. It provides statistics on the growth of social platforms like Facebook and their use by B2B buyers. The document then discusses various social media tools and how to measure the ROI of social media marketing efforts. It provides examples of calculating the value of activities like blog posts and tweets based on customer acquisition and lifetime value metrics.
This document discusses social selling and how social media can be used efficiently for business-to-business purchase decisions. It provides statistics that show social media is widely used by business decision-makers for researching new products and technologies. Social buyers spend more on average per purchase than non-social buyers and also make more purchases on average. The document then provides tips and best practices for using LinkedIn and Twitter for social selling, including setting up professional profiles, engaging with contacts and groups, and sharing useful content to build expertise, influence and trust.
SharePoint 2010 enhances its social and collaborative capabilities to help organizations better capture tacit knowledge across employees. The new social features in SharePoint 2010 allow employees to easily find subject matter experts, share ideas and work in teams. When implemented effectively with the right planning and policies, these social tools can help lower costs through increased collaboration while improving innovation, knowledge sharing and employee engagement.
NEXTDC - Craig Rispin, Futurist Keynote 2 July 2015Craig Rispin
The document discusses several trends transforming business and society, including exponential technological change, the growth of mobile devices and internet of things, big data and analytics, machine learning, and the trust economy. It notes that strategic planning often fails because people think linearly while technology changes exponentially. Thought leadership is presented as an important marketing approach, involving activities like conferences, white papers, and developing a distinct point of view. The future impact of various trends like the internet of things, big data, and mobility are also summarized.
3. Proprietary & Confidential | Blanc · Otus | 1
EXECUTIVE SUMMARY
Research+Data Insights conducted an online study of B2B technology purchasers,sponsored
by G2 Crowd and Blanc & Otus, to provide insights into the power the public wields in
shaping corporate reputation and to understand the preferred strategies for engaging
decision makers. The study revealed the increasing influence of word of mouth as the
primary driver of sales for B2B tech companies and the evolving dynamics of B2B tech
buyers’ influence over each other.
The 2015 study surveyed 807 senior-level B2B technology purchase decision-makers,
506 in the U.S.and 302 in Canada,and explored technology purchase comparisons across
SMB and enterprise IT buyers.The report also compares results to the first study conducted
on the same topic in 2012. Of note, word of mouth reigns supreme on two fronts: 86
percent of respondents say that word of mouth from peers was the most influential factor
in their decision, and B2B word of mouth is having an equal impact on both ends of the
funnel—lead gen and deal closure—with word of mouth cited by 83 percent of respondents
as the primary driver of final selection of a vendor and their solution.
Also,B2B buyers are increasingly turning to digital channels to not only share information
with each other, but to give each other advice.And while 63 percent said they share this
information primarily via in-person conversations, a shift to digital word of mouth is
happening, as 59 percent said they share content and insights over email, and together
LinkedIn, Facebook, blogs, Twitter, text and other accounted for 78 percent of how B2B
buyers share information—representing a massive shift toward digital word of mouth for
B2B buyers. While individualism used to be the basis of purchase, since the previous
report, sharing content has transformed into a more collaborative process.
With the rise of social networks,the phenomenon of the “expert peer”has come into play;
while professionals in an analog world relied on aggregators of peer knowledge,it’s much
easier to find peers now with relevant experience and thus word of mouth has become
a primary purchase driver.
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KEY INSIGHTS
+ As we saw in the 2012 study, B2B tech lead-gen is driven primarily by word of mouth,
and good content should drive both engagement and word of mouth—and that influence
is growing
+ And as we saw in the 2012 study, word of mouth is increasingly a result of integrated
communications campaigns across traditional media, social media, industry analysts
and influencers, and owned content
+ What’s new is that in 2015, word of mouth and good content marketing is having an
equal impact on both ends of the funnel—lead gen and deal closure
- We call it “Content + conversation = conversion”
+ In addition, we’re seeing the convergence of “industry analysts/experts” and “peers”
into a new classification
- We call it“the rise of the expert peers”—as expert peers are having a disproportionately
high impact on sales via G2 Crowd and LinkedIn
+ People are motivated to contribute to word of mouth when they are given a chance
to participate in a discussion — or a narrative
- Viral questions are still a great technique to use to drive that positive word of
mouth
+ Industry analysts continue to play a pivotal role in lead gen and deal closure
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SOURCES OF INFORMATION
How frequently do you access the following sources of information to stay educated on key issues
and innovations in your sector?
+ Compared to ratings from the previous study, people are accessing more sources but
doing so less frequently.
+ Word of mouth information has increased in rank from 3 to 1.
+ Tech professionals use LinkedIn, Twitter and blogs to stay educated on sector news.
Percent reporting a few times per week or more
68%
66%
65%
63%
62%
58%
58%
53%
51%
50%
50%
50%
48%
Word of mouth from peers
Print news sources + online
Broadcast news + online versions
Industry analyst reports
Corporate websites and blogs
Financial analyst reports
Facebook
Independent blogs
Private consultation with expert
LinkedIn
Twitter
Online reviews from sites like Yelp
Live events and conferences
N = 808
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SOURCES OF INFORMATION for B2B PURCHASING
When considering a large business-to-business purchase, how valuable do you find the following
sources of information in determining which vendors you will include in a request for proposal
(RFP) or product pitch?
+ IT purchasers are leveraging word of mouth information more frequently when making
purchase decisions.
+ Tech workers list word of mouth as a valuable source of information but indicate live
events are useful too.
+ Larger companies consider reports from industry and financial analysts more valuable.
86%
84%
83%
82%
81%
81%
79%
72%
71%
62%
57%
52%
49%
Word of mouth from peers
Industry analyst reports
Private consultation with analyst
Live events and conferences
Financial analyst reports
Corporate websites and blogs
Print news sources + online
Broadcast news + online version
Independent blogs
Online reviews from sites like
LinkedIn
Facebook
Twitter
Percent reporting that source is valuable
N = 808
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SOURCES OF INFORMATION for B2B PURCHASING
When considering a large business-to-business purchase, how valuable do you find the following
sources of information in determining which vendors you will ultimately select?
+ Use of a private consultation is considered more valuable than industry analyst reports
when purchasers make their final purchase selection.
+ Tech workers rate private consultations much higher than non-tech workers.
+ Larger companies indicate word of mouth information is most valuable for making
final decisions by a wide margin compared to small companies.
86%
84%
83%
83%
82%
81%
76%
72%
71%
61%
57%
52%
48%
Private consultation
Industry analyst reports
Word of mouth from peers
Live events and conferences
Financial analyst reports
Corporate websites and blogs
Print news sources + online
Broadcast news + online
Independent blogs
Online reviews from sites like
LinkedIn
Facebook
Twitter
Percent reporting that source is valuable
N = 808
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WORD OF MOUTH: IT PURCHASERS OVERALL
Overall, IT purchasers are using word of mouth information much more frequently.
Compared with previous research, the largest gains are from Tech workers.
How often does word-of-mouth information from people like yourself affect decisions
you make regarding your top business priorities?
* 2012 results consisted of US and UK participants
N = 808
7%
7%
7%
23%
23%
24%
41%
41%
41%
28%
29%
27%
Total
Tech
Non-Tech
Rarely Occasionally Frequently Very Frequently
69%
70%
68%
2012 Top 2 Box: 48%*
2012 Top 2 Box: 54%*
2012 Top 2 Box: 47%*
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REASONS FOR SHARING CONTENT
Please indicate which of the following reasons best describe why you share news you hear about a
company with your peers.
N = 808
52%
45%
44%
40%
31%
I share content that may impact a decision my peers
are about to make
I share content when it's part of a larger theme or
trend my peers and I are discussing
I share timely content about companies because it
helps me network better
I share content because I think company activities
should be more transparent
I share content because I like to look well-informed
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REASONS FOR COMMENTING ONLINE
What are some of the reasons why you share relevant content with your peers?
+ IT purchasers are connecting most for more collaborative reasons:
- “gives me and my peers a new way to understand a challenge”
- “a challenge my peers and I are currently facing”
+ In the previous research, purchasers listed more individual reasons:
- “a problem I am currently facing”
- “easy for me to contribute”
+ Tech workers’ reasons include sharing content that contains hard data and statistics.
+ Results between US and UK workers is at parity.
53%
48%
43%
42%
37%
34%
28%
23%
16%
It can provide additional
information to clarify a point
It gives me and my peers a new
way to understand the challenge
we face
It features a challenge or problem
my peers and I are currently facing
It features hard data and statistics
It poses a thought-provoking
question around a popular topic
It poses a question I feel credible
It enhances my personal brand
The content is entertaining and fun
to read
It features a famous brand,
celebrity or some name I recognize
N = 808
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METHODS OF SHARING CONTENT
When you share relevant content with your peers, what is your preferred method for sharing it?
63%
59%
26%
14%
13%
12%
10%
3%
In-person conversation
Email
Facebook
Text
Twitter
LinkedIn
Blog
Other
N = 808
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ANALYST INTERACTION
How influential is an analyst’s opinion on your decision to purchase technology when your
interaction with the analyst is...*
* Asked among respondents who indicated ‘Industry Analysts’ are somewhat or very
valuable
Percent reporting somewhat or very influential
79%
74%
70%
55%
54%
51%
43%
Live consultation
Commissioned research project
Syndicated research
Quote in an article or press release
Standalone endorsement or quote on a
web site
Independent blog post
Comment on social media
N = 675
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CONCLUSION
Since the last study conducted in 2012, word of mouth has only increased as a primary
driver of sales for B2B tech companies and the evolving dynamics of B2B tech buyers’
influence over each other. While both the 2012 study and the 2015 study reflect the
growing importance of word of mouth as a driver of sales, the 2015 study highlighted
that word of mouth and good content marketing have an equal impact on both ends of
the funnel: lead gen and deal closure.
A new classification called “expert peers,” the convergence of “industry analysts/experts”
and “peers” is rising due to the increase of social networks and these expert peers are
having a disproportionately high impact on sales. These expert peers are excited to
participate in “viral storytelling”and contribute to a narrative whenever given the chance.
Individualism used to be the basis of purchase, but since the 2012 report, expert peers
have shaped content sharing into a more collaborative process.
As the number and accessibility of social media networks continues to climb, the expert
peer will only become more influential and have a bigger impact on the driving of B2B
Tech Purchase decisions.
14. For more information, please contact:
techinfluence@blancandotus.com
www.blancandotus.com/techinfluence