Best Practice Report

B2B Buyer Roles

January 1st, 2018


The complex B2B buying decision-making process involves many individuals, known as personas. The buyer role is a buyer persona attribute that characterizes the persona’s power level, level of participation, and decision drivers (see The Buyer Persona Framework). Understanding where and how these roles engage is vital for effective journey mapping that feeds program design and content strategies. In this report, we define the five most common buyer roles and how they participate in the buying decision-making process in various buying scenarios, using several years of data from Forrester’s biennial B2B Buying Study.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.