Model Overview Report

Create A Balanced B2B Engagement Strategy With Forrester’s Buying Interactions Model

A Guide For Categorizing Interactions By The Buyer’s Preferred Methods Of Information Gathering

May 18th, 2022
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Katie Fabiszak , Barry Vasudevan , John Buten , Paul Ferron , Kaitlyn Coalson , Drew Zalucky

Summary

To inform go-to-market programs and deliver exceptional B2B buyer experiences, portfolio marketers must understand how buyers behave during the purchase process. B2B buyers often gather information through independent research or by interacting with provider representatives and third parties to obtain answers to specific questions. Marketers must understand these interactions so that they can design a comprehensive engagement strategy to drive effective campaigns, content, and enablement. In this report, we describe the Forrester Buying Interactions Model, which categorizes B2B buyer interactions and activities.

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