Best Practice Report

Building the Buyer Knowledge Foundation

January 1st, 2018


How well marketing and sales understand buyers is the difference between delivering programs based on knowing what works, and just guessing. Buyer knowledge comes from three sources: demographics, preferences and behaviors, and activities along the buyer’s journey. A solid foundation of analytics in these areas is essential to marketing planning that supports the complete buyer’s journey.

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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.