Summary
Forrester’s Buyers’ Journey Survey, 2025 highlights key insights into business buying behaviors across 22 industries, revealing significant variations in purchase drivers, preferences, and friction points. Operational efficiency and price remain universal priorities, but business buyers in regulated sectors like financial services and healthcare value expertise and trust, while those in government and primary production emphasize relevance, reliability, and proof of solutions. One in a series, this report provides insights into the habits of business buyers from various industries to help providers support buyers across the buying process.
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