Complex, crowded, and competitive ... all adjectives that apply when you’re talking about the technology industry, where marketers vie for the attention of IT decision makers. Content and community hold the key to engaging and influencing these IT decision makers, as marketing experts discussed at the recent LinkedIn TechConnect:12 event, held November 29 in Menlo Park.
Let’s face it, information overload is an unrelenting reality for professionals, and making purchasing decisions has never been more complicated than it is today. LinkedIn wanted to understand how IT decision makers (ITDM) are dealing with these challenges, and commissioned Forrester Consulting to conduct a study that examines the decision making process among this group. We specifically focused on social media’s effect and, in a separate follow-up study with Research Now, zeroed in on how these professionals are engaging with LinkedIn, Facebook and Twitter as they navigate the decision making process. In both studies, we surveyed 400 ITDMs across a diverse range of industries throughout North America.
