Data Overview Report

2022 Buyer Insights: Complex Buying Scenarios And Patterns

Decoding Buying Group Dynamics

November 14th, 2022
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Barbara Winters , Srividya Sridharan , Eric G. Brown , Kaitlyn Coalson , Drew Zalucky , Ellen Lind

The results of Forrester’s Buyers’ Journey Survey, 2022, reveal broad patterns among purchase influencers on a global scale. By combining these findings with their own research, organizations can examine the buying process from multiple angles, allowing them to elevate their go-to-market strategy through powerful campaigns, programs, and content. Data and insights about B2B buying reveal a spectrum of complexity that depends on the number of people and departments involved, the purchase price, and the length of the purchase journey. This report examines the buying behavior of purchasing decision-makers at B2B companies, which we refer to as B2B buyers.

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