Google recently commissioned a Millward Brown study focusing on B2B IT Buyers, the revealed that tech buyers are using search, both paid and natural listings, in every stage of the enterprise technology buying process. Use of search engines is particulary import in the reaserch phase of the buying process. The study, entitled "The Importance of Search in the Business Technology Purchase Process," was conducted in the Spring of 2005 involving 900 people involved in corporate technology buying decisions.
As reported by Mediapost, John Topping, Google's director for technology B2B verticals, said that the research shows that technology business-to-business marketers can reach buyers with search, especially in the earlier phases of the buying process.
In addition, a 2004 KnowledgeStorm study states that over 36% of IT buyers go to search engines and directories before any other media. Check out the findings from this study.