Vision Report

Buyer Experience Is The New B2B Imperative

B2B Organizations Are Not Prepared To Deliver

February 8th, 2023
With contributors:
Jenna Santos , Amy Hayes , Maxie Schmidt , Kaitlyn Coalson , Drew Zalucky


Many B2B organizations seek to increase their engagement with buyers to improve buyer satisfaction and overall business performance. But greater engagement on its own does not translate into these outcomes. Organizations must stop building functionally siloed plans designed primarily to advance a selling process and reorient themselves to develop and optimize cohesive, rewarding buyer experiences. To do this, B2B organizations must fundamentally overhaul how they understand the buyer experience, gather intelligence on that experience, and align internal actions to orchestrate value-rich buying journeys.

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.