April 26, 2006

For the past four months, the Influencer50 team has been hard at work putting together their research report on the top 50 influencers on buying decisions in our market (i.e., technology solutions for marketers).

I'm pleased to say that the report is now finished, and Janet and I are delighted with it. While I won't disclose the names of the folks who popped up on the list (sorry, too many competitors read this blog), I will reveal some interesting stats about the results.

As I mentioned in my first post about Influencer50, one of the things that initially caught my eye was this statement:

Research has demonstrated that 10 years ago industry analysts and journalists made up between 75-80 percent of the major influencers on technology buying decisions. More recent research has shown that today that figure stands at 45-50 percent (dependent on exact marketplace). They're still very significant, but now almost 50 percent of influencers are neither analysts nor journalists.

This certainly proved true in terms of our report -- check out the following breakdown of the influencers:

Given our enthusiastic support of the blogosphere, we weren't necessarily surprised to see that bloggers have a major presence in the top 50. However, it is fascinating that their presence is already almost as strong as that of more traditional journalists.

So, for those businesses who aren't actively participating in the blogosphere in some way, shape or form: get on with it.

And if you don't believe me, consider commissioning your own Influencer50 report. It's worth it.

Posted by at April 26, 2006

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