Summary
For B2B organizations, advertising success starts with audience insights. Marketers must understand how business decision-makers allocate their media time, how they think about and act in response to advertising, and which types of advertising matter when they become involved in purchase decisions. In December 2021, Forrester surveyed 141 B2B decision-makers who have been involved in a significant or business-critical purchase decision in the past year to learn about their activities and attitudes as they relate to advertising. This report provides buyer insights and recommendations to help B2B marketers optimize their paid media strategy and execution and minimize wasted ad spend.
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