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Some 38% of B2B technology buyers say they have not seen any content from vendors on social networks in the past six months that influenced a business purchase, according to a recent report from Eccolo Media.

The report, which was the third in a series (part 1; part 2), was based on data from a survey of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers; 67% decision-makers).

Just over one-third (34%) of respondents say they have seen vendor content on Facebook in the past six months that assisted with a purchase, making it the most influential social network with B2B tech buyers.

LinkedIn is the second-most influential network (32% have seen useful content), followed by Google+ (28%), YouTube (27%), and Twitter (20%).

Below, additional key findings from the report.

Sales Cycle

Buyers find vendor content most useful on social media in the two early stages of the sales cycle: problem awareness (31% of respondents find useful) and problem understanding (36%).

Content Types

One-fourth of respondents say they are likely to consume case studies from vendors on social media; other top content types include technology guides (16% are likely to consume) and whitepapers (16%).

About the research: The report was based on data from a survey of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers; 67% decision makers).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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