The buying process for complex, B2B technology-based solutions and consulting has changed dramatically. With the proliferation of online information, and growing ranks of B2B Social Buyers, ITSMA has documented the waning influence of peers and the rising credibility of solution provider websites, SMEs, and even salespeople.
ITSMA’s 2014 How Buyers Consume Information study illuminates emerging trends and helps solution providers rethink the ways they reach and engage with decision makers and influencers throughout the buying process. Julie Schwartz presents highlights from this “hot off the press” research and the implications for marketers.
During this briefing, Julie digs into the key findings from the survey of 436 senior executive buyers of large, complex technology-based solutions across seven countries. The research provides a unique view of how B2B buyers consume information and make buying decisions. The insights presented will help you as you plan your marketing programs and budgets for 2015 and beyond.