Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes purchase decisions, B2B buyers leverage professional networks. In order to learn about the social media habits of high net worth investors, LinkedIn collaborated with IDC to find out if online social networks play a vital role in the purchase process. The survey results demonstrate that as buyers’ seniority, purchasing budget, and number of purchase decisions increase, they are more likely to use social media to improve the quality of their purchase decisions. Learn how senior decision makers use social media in our latest infographic: “Why Senior Decision Makers Use LinkedIn for Social Buying.”

1. Are you prepared to reach social buyers?
Download the research for more tips and insights:
http://lnkd.in/b_xEzKS
INCREASE
SOCIAL PRESENCE:
INCREASE
SOCIAL PROXIMITY:
BUYING WITH CONFIDENCE:
HOW SENIOR DECISION MAKERS USE SOCIAL MEDIA
Professionals who use social media for B2B purchasing have
BIGGER BUDGETS, make MORE PURCHASES, and have
MORE INFLUENCE than buyers who don’t use social.
PROFILE OF A SOCIAL BUYER
HIGH INFLUENCE:
84% of social buyers make
purchases for their entire
company, business unit, or
multiple departments. Only
56% of buyers who don’t use
social have that level of
purchasing influence.
LARGE BUDGETS:
Social buyers spend $356K per
purchase on average, 84%
more than other B2B buyers.
FREQUENT PURCHASERS:
Social buyers make 19.8
purchasing decisions each
year, 61% more than other
B2B buyers.
25
20
15
10
5
0
Use social
media
19.8
12.3
Do not
use social
media
61%
MORE PURCHASES
HAVE HIGH INFLUENCE
SOCIAL
MEDIA
65%
73%
NEEDS OF A SOCIAL BUYER
TRUST
65% of social buyers
consider it critical to
check the references of
vendors with their
colleagues, friends,
and acquaintances.
Senior decision makers
benefit most from the
increased trust and
confidence found by
tapping their
professional networks.
RECOMMENDATIONS
73% of social buyers prefer to
work with sales professionals
who are referred by someone
they know. Senior decision
makers use LinkedIn to seek
recommendations from trusted
peers and verify the expertise of
the professionals with whom
they do business.
HOW TO REACH A SOCIAL BUYER
Social Buyers
avg. $356K
Non-Social Buyers
avg. $193KVS.
84%Larger
Budgets
44%of social buyers
found potential
vendors by looking at
shared connections on
LinkedIn. Grow social
networks, engage with
influencers, and
contribute to
conversations.
of social buyers
researched
vendors by looking at
their LinkedIn profiles.
Ensure your profile is
accurate, information-rich,
and service oriented.
Approach other
members with a "warm"
introduction.
of social buyers
appreciate
being contacted by
vendors at the right time
with relevant
opportunities. Take note
of insights on members’
profiles and networks to
understand their needs
and interests.
SOCIAL BUYERS USE ONLINE CONNECTIONS TO SUPPORT THEIR PURCHASE DECISIONS.
84% 56%
OF NON-SOCIAL
BUYERS
OF SOCIAL
BUYERS
49% 63%
BUILD
SOCIAL CAPITAL:
Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience (April 2014)