IDC finds tech marketers need to work on influencing buyers with social media

Framingham, Mass.—Although 84% of b2b technology buyers say they use social networks to keep up with trends and stay informed, only 19% say social networks have influenced how they interact with vendors and make purchase decisions, according to a new report from IDC.

IDC's “2012 Buyer Experience Study” was based on an online survey of 199 b2b buyers conducted in March.

The survey asked b2b buyers to rate the value of different information sources in helping them learn about technology in support of purchase decisions, with 1 representing low value and 10 strongly preferred. Social networks had an average score of 4.5.

In-person events had the highest score (7.0), followed by vendor salespeople (6.9) and vendor websites (6.8).

“It would seem that tech vendors and tech buyers are inhabiting many of the same social media spaces, but social marketing as a more intentional effort to influence buyers still needs work,” said Rich Vancil, group VP-executive advisory strategies at IDC.