Report: Social Media Impacting B-to-B Buying Process

A recent study by DemandGen Report is indicating that b-to-b buyers have changed the way they research and engage in the buying process. The budget creation, solution criteria and RFP distribution phases are being supplemented with a more peer-oriented approach that's occurring through the use of social media and networking.


The study, released earlier this month, was underwritten by Genius.com, a marketing automation services company.


According to the study, which collected responses from more than 100 b-to-b solutions buyers, 78 percent of respondents who were involved in a purchase in the last 12 months said the process did not follow a "traditional path." Instead, buyers are closely monitoring what other adopters in their markets are doing. Almost 60 percent of respondents said they engaged with peers who had already "addressed the challenge and learned more."


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