Data Snapshot

B2B Purchase Timelines Are Longer In Europe

The UK And Germany Are Slower In Making Purchase Decisions

September 9th, 2024
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Matthew Selheimer , Paul Ferron , Ian Bruce , Julia Swerdlow , Hannah Jachim , Rachel Birrell

Forrester’s Business Trust Survey, 2023, shows that B2B purchases take longer in Europe, particularly in Germany and the UK. Why? We attribute this to more consensual decision-making in these countries; the intricate nature of buying groups, the comprehensive information required for sound decision-making, and inefficiencies in existing procedures also contribute. Vendors must identify and implement strategies that assist buyers in their decision-making journey, such as pinpointing the precise marketing and sales support needed at each stage of the buying cycle, determining the most pertinent information for each party, and enhancing trust among buyers.

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