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Technology marketers are increasingly focused on one-sided content tactics even though IT buyers remain heavily dependent on community-driven information to make purchasing decisions, according to a recent report from Spiceworks.

The report was based on data from a survey of 136 tech marketers and 450 IT buyers from a range of company sizes and countries.

Most marketers surveyed say they are trying to connect with potential customers using tactics such as social media (95% use) and case studies (87%). However, though buyers do engage with those channels, they say they are more reliant on peer recommendations (97%) and IT forums (92%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji