Data Overview Report

2022 Buyer Insights: Line-Of-Business Leader

Line-Of-Business Leaders Are Focused And Engaged During The Buying Journey

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 , Mike Pregler , Kaitlyn Coalson , Michael Belden , Ellen Lind

The results of Forrester’s Buyers’ Journey Survey, 2022, reveal broad patterns among purchase decision-makers on a global scale. This report provides findings from approximately 1,250 line-of-business (LOB) leader buyers. By combining these findings with their own research, organizations can examine buyer behavior and preferences, allowing them to elevate their go-to-market strategy through powerful campaigns, programs, and content. The findings in this report examine how LOB leaders behave for technology and non-technology purchases, their involvement at each level of the buying process, their business and vendor selection drivers, and their information requirements in each phase.

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