Everyone’s hot to leverage social selling and social marketing. But what about the other side of the equation? Do B2B buyers use social media for purchasing support? An IDC study says yes! And contrary to common assumptions, it’s the senior executives who are most enthusiastic.
The most senior buyers are the most active social media users. IDC’s Social Buying Study, completed in February 2014 in collaboration with LinkedIn (Slideshare version) studied the online social practices and preferences of B2B buyers. The study concluded that 75% of the B2B buyers studied and 84% of C-level/vice president executives use information from social media and interaction on social networks to make purchase decisions. I’ll be talking about this study at the sold-out Sales Connect conference later this week.
- They want to use vendors that have been recommended by people they know
- They want to work with sales people who have been referred to them
- Their social networks are critical for checking references