Engaging Executive Buyers In The B2B Purchase Process

Many B2B organizations try to “sell up” to executives in hopes of larger deal sizes and shorter sales cycles. Often, however, they lack insight about executives’ buying behaviors, which can adversely affect the ability to engage with and win over these senior leaders. Understanding when and how executives prefer to engage with providers and where they seek information is critical to overcoming barriers and fostering a positive buying process and a won deal. In this report, we focus on executive purchasing behavior and share findings from Forrester’s 2021 B2B Buying Survey to help providers successfully engage C-suite executives in marketing and selling efforts.