As published by Forrester in “Social Media Takes Center Stage In B2B Buying, Even In The AI Era,” social media has become the second most meaningful information source in the B2B buying journey, just behind generative AI search tools.

Findings drawn from Forrester research with more than 17,000 global business buyers point to social as a channel buyers use for interaction, validation, and trusted voices, not just product updates. Younger buyers are accelerating the shift, platform preferences extend beyond LinkedIn, and buyers want engagement with analysts, vendors, customers, and business leaders across the journey. The takeaway is to build social programs that match buyer context and prioritize real interaction, thought leadership, advocacy, and formats like short-form video.

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Article with all rights reserved, courtesy of Forrester –https://www.forrester.com/