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
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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