Data Overview Report

Advertising To B2B Decision-Makers Is A Waste Without These Five Audience Insights

Findings From Forrester’s Q4 2021 B2B Advertising Trends Survey

May 9th, 2022
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Emily Wen , Arianne Burnette

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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