B2B buyers socialize before they spend?


It’s self-serving and non-scientific but the finding of this survey make sense: “IT decision-makers . . . are joining peer-driven communities and participating in user-generated content to help in the decision process.”


That’s the gist of a survey by the social-networking firm ITtoolbox.com. According to a press release the 15-question survey was distributed to 400,000 IT professionals in May. About 2,000 responded.


The top-10 findings are available in PDF format. Even discounting for self-interest it makes sense that people responsible for large-ticket purchases will seek out the kudos and caveats of their peers.

The lesson for B2B publishers or wannabes is clear — add social media mechanisms or perish.