The Rise of the B2B Social Buyer: Results from the ITSMA How Buyers Consume Information Survey, 2011

$1495.00
  • Author(s) Julie Schwartz
  • Published November 29, 2011
  • 306 Pages
  • Category
  • Type Member Research
  • 306 Pages
  • .PDF Format
Where do buyers of large B2B solutions get information on solution providers? For years, the answer was “my peers.” However, according to ITSMA’s “How Buyers Consume Information Survey,” peers are no longer the most influential source of information for buyers of large B2B solutions. We are seeing the rise of the B2B social buyer, who consumes information voraciously and from a variety of sources, including solution provider sites, online communities and social media. Yet, traditional buyers still look to their peers and even to print-based marketing materials first. What’s a marketer to do? Read this report to find out how to most effectively reach and engage with today’s buyer. ITSMA conducted the 2011 version of its acclaimed How Customers Choose research across four continents. Specifically, the study answers questions such as:
  • How are buyers using social media during the purchase process?
  • When creating a short list of providers, what sources of information do they use?
  • What is the most important criteria used to select solution providers?
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Study Methodology

In Fall 2011, ITSMA surveyed, via the Web, 465 business and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 60% having $1 billion or more in annual revenue from seven different countries: US, UK, France, Germany, Australia, Brazil, and India. Respondents were interviewed in the following vertical markets:
  • Manufacturing (Consumer/Industrial, process/discrete)
  • Financial Services (Banking, Insurance (except healthcare), and investments)
  • Communications (Telecom, media, entertainment)
  • Energy/Utilities/Oil/Mining/Gas
  • Government/Public Sector (Federal/State; no local or education)
  • Healthcare (Payer, provider, and benefits)

Respondent Characteristics

Purchase Involvement

Which of the following best describes your involvement with your organization’s purchase of major technology solutions for contracts over $500,000? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011

Geographic Distribution

In which country or region do you currently reside? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011

Job Role

Are you a business, IT, or procurement/ finance professional? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011

Job Title

Which of the following most closely describes your job title? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011

Verticals Represented

What is your company’s primary business? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011

Annual Revenue of Organizations Represented

Approximately, what is your company’s annual revenue? % of Respondents (N=465) Source: ITSMA, How B2B Buyers Consume Information Study, 2011
Special Offer
$1,495 for the complete study (The complete study consists of two documents – Region Roll-up: US, UK, France, Germany, Australia, Brazil, and India; plus separate EU data only, detailed reports)
$795 for Europe data only (UK, France, Germany)  Available Soon!

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
$1495.00
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