Data Snapshot

B2B Buyer Preferences Offer An Undeniable Indicator Of Partner Ecosystem Importance

July 20th, 2023
Kathy Contreras, VP, Principal Analyst
Kathy Contreras VP, Principal Analyst
With contributors:
Maria Chien , Kiri Bartels , Arianne Burnette

B2B routes to market are diversifying. Data from Forrester’s Buyers’ Journey Survey, 2022 reveals nearly 70% of over 10,000 global B2B purchase influencers in the past 12 months purchased their offering from an indirect route to market or partner rather than directly from the supplier. This is an undeniable indication of the vital role partners play as a primary source for buyer purchases and the rising importance of partner ecosystems within B2B organizations’ growth strategies. This is a snapshot of Forrester’s data on B2B buyers’ purchase sources.

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