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IT Decision Makers are People Too

Sometimes as B2B technology marketers, we experience a little tunnel vision when it comes to our target audience. There’s a tendency to think that there is a hard line dividing business buyers from consumers; that the marketing methods we must use to reach our intended audience are so unique that they are unrelated to consumer marketing techniques and that practices from consumer-oriented marketing can’t possibly be applied to B2B buyers. As it turns out, IT decision makers have a lot in common with personal technology buyers when it comes to online behavior, media consumption and brand reception.    

Consider these similarities noted from a recent TechTarget report and their implications for marketing:

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Technology Buyers are Increasingly Social

According to SiriusDecisions, 70% of the buying process is now completed before the prospect is ready to speak with a sales representative. This means that marketing is moving further into the buying process as the prospective buyer uses new – and decidedly online – sources of information instead of a relationship with a sales professional to guide their purchasing decisions.

As B2B marketers we know it’s important to leverage social media as part of our marketing efforts and most of us are. However, it’s more important to pay attention to how our target buyers’ online behavior is changing overtime. How do IT professionals leverage social networks? What sources of content influence their purchase decisions?  Do IT professionals have a preference for certain formats of content over others? 

Answers to these questions can be found in the 2011 Toolbox.com/PJA Social Media Index. Read More »

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