Not really. Well, maybe a tiny bit. Every single individual in B2B or enterprise marketing should check out THIS Forrester study on the opinions of B2B decision makers. The full report is available on American Business Media's site. You have to register to download the entire report but it only take 15 seconds to register and well worth it. It's pretty new (Fall 2007) as far as such reports are concerned.
The report defines a "business decision maker" as the folks I categorized as "buyer influencers" within the sales cycle and with direct stake in my previous posting on Influencer Marketing: Basic Model. I wish that they had broken it down or focused just on the buyer with purchasing authority. Without the breakdown or focus on just the ultimate buyer, it's probably exaggerating the industry media numbers a little bit.
- John
Comments