2021 Buyer Insights: All Buyers — Introduction

December 14th, 2021

With contributors:

Katie Fabiszak , John Buten , Barbara Winters , Paul Ferron , Amy Hayes , Sara Corey , Ellen Lind

The Forrester 2021 B2B Buying Survey asked B2B buyers from around the world about their purchases to gain insights about their buying behaviors and preferences. This report provides findings from 957 responses from all B2B buyers. By combining findings from the B2B Buying Survey with their own research, organizations can create detailed persona profiles and buyer’s journey maps for their buyers to use in the development of campaigns, content, and nurture streams.

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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.