Summary
Forrester’s analysis of buying behaviors across 16 buyer personas reveals significant distinctions in business priorities, provider selection drivers, and engagement preferences as these buyers interact with providers. C-suite decision-makers, IT personas, and functional leaders each focus on different aspects of the offering and the provider as they move through the buying process. This report is one of a series focused on different segments of business buyers — including company size, personas, regions, and technology categories — offering guidance for sellers and marketers to better respond to buyer needs.
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