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BizReport : Social Marketing : February 28, 2009

Forrester: B2B buyers active in social media

If you're a B2B marketer, and you're not yet using social media, you are a little late arriving at the party, according to a new business report from Forrester Research.

by Helen Leggatt

The research firm's "Social Technographics of Business Buyers" report found that the vast majority (91%) of those who make buying decisions in the B2B technology sector read blogs and watch user-generated video. Dubbed "Spectators", 69% use social media for business reasons.

Of the 1,200 U.S. and European B2B buyers surveyed for the study, over half (55%) said they were members of social networking websites ("Joiners") and 43% are themselves creators of social media such as blogs and videos ("Creators").

The level of participation remains high among B2B buyers who react to social media content, with 58% doing so. Called "Critics" these individuals are likely to answer questions, post solutions or seek clarification on blogs and social networking websites.

Josh Bernoff of Forrester Research said the findings suggest that companies not yet involved with social media may be "late", although there is still time for B2B marketers to get started with social campaigns.

"Given the high degree of participation, I think B2B marketers will continue to lead in social media marketing," he said.

Tags: B2B, blogs, Forrester Research, Groundswell, social campaign, social media, social networking, video

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