Home > Self-Service Buying Is A Wake-Up Call For B2B Marketing and Sales Teams

Self-Service Buying Is A Wake-Up Call For B2B Marketing and Sales Teams

B2B self-service buying trends are changing. See how they will impact your marketing and sales priorities in 2025 and beyond. Plus, learn how Forrester’s own Total Economic Impact Case Studies are evolving to meet the demands of self-service buyers and modern B2B sellers.

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Digital buying and self-service are everywhere. In all buying stages, B2B buyers use tools to complete tasks and purchases on their own. Many buyers have done thorough research on market trends and vendor solutions long before they become visible in a vendor’s marketing campaign or sales pipeline.

Reassuringly, buyers still value interactions with sales reps and product experts. However, marketing and sales teams haven’t kept up with the digital practices of buyers, leading to thinner pipelines, longer sales cycles, and greater customer frustration.

The time is now for marketing and sales leaders to re-examine their buyers’ and sellers’ journeys, make smarter planning and investment decisions, and deploy the highest ROI content that will meet buyers where they are and accelerate the purchase journey.

This event will include valuable insights for the following B2B roles:

- CMO/CRO/CSO
- Product Marketing
- Content Marketing
- Demand Marketing / Campaign Marketing / Digital Marketing
- Sales Enablement
- Revenue Operations

Featuring

Rick Bradberry

Principal Analyst, Forrester

Chris Merrick

Senior Solutions Partner, Demand Generation, Forrester

Jon Erickson

VP, Total Economic Impact (TEI), Forrester