Trends Report

B2B Vital Signs: Using Interaction Insights To Drive Engagement And Performance Optimization

July 12th, 2022
With contributors:
Steve Silver , Marcel Bourre , Robin Whiting , Drew Zalucky


Forrester’s 2019 and 2021 B2B Buying Surveys found that the average number of interactions per buying cycle increased from 17 in 2019 to 27 in 2021. Capturing, analyzing, and acting on insights into interactions throughout the buyer’s journey is critical for organizations seeking to improve revenue engine performance. But awareness of the power of such signals to drive performance lags the available technology capabilities. In this report, we describe the signals sales can use across the buying journey and the insights these signals can generate to support improved account growth and deal conversion rates.

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