Vision Report

What B2B Buyers Crave

Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

May 4th, 2020
Lori Wizdo, null
Lori Wizdo
With contributors:
Eric G. Brown , Caroline Robertson , Patrick Carroll , Kara Hartig


The evolving environmental factors driving fundamental changes in B2B buyers’ behavior have reached an inflection point — and now pose an existential threat to all organizations. It’s more than a combination of discrete trends such as rising bounce rates, declining open rates, and increasing churn; it’s that your buyers now expect a fundamentally different relationship with your company. This report helps B2B marketing professionals understand how B2B buyers’ expectations are changing and presents Forrester’s Buying Motion Matrix so they can design optimal experiences that are increasingly open, connected, intuitive, and immediate.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.