How The Pandemic Transformed B2B Buying
The business landscape has changed dramatically in recent years, and B2B buying has changed along with it.
Forrester’s latest B2B Buying Survey revealed just how profoundly the pandemic has shaped B2B purchasing. Buyers now exercise more due diligence than ever before, conducting more research, seeking more content, and engaging in more conversations with vendors and third parties. More people are involved in today’s buying process as well, with executives playing a greater role than in the past.