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For B2B Marketing Professionals

The B2B Consumer Grows Up

Marketers Need To Adapt Now Or Get Left Behind

March 2, 2020

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Why Read This Report

More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase of the B2B customer lifecycle. To meet the needs of these modern B2B buyers, B2B marketers need to rethink and evolve every aspect of their strategies, programs, and tactics, from branding to lead generation and post-sale engagement. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • B2B Buyers Are Behaving More Like Consumers Every Day
  • Five Ways To Engage B2B Consumers
  • Recommendations

  • Commit Completely To The B2B Consumer
  • Supplemental Material
  • Related Research Documents

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