BtoB

Research explores technology buying process

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Kelowna, B.C.—For 89% of b-to-b technology buyers, finding information online is a definitive part of the purchase decision, according to new research from Enquiro Research.

The research, which was based on an online survey of more than 1,000 technology buyers, found that online sources of information, including vendor Web sites, search engines and industry Web sites, ranked higher than offline sources of information in influencing purchase behavior.

The study also found that marketers that use search marketing have a 76% chance of engaging and influencing technology b-to-b purchasing decisions.

The survey is available as a white paper at www.enquiroresearch.com.

—Kate Maddox

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