Best Practice Report

Engaging Existing Customers As Buyers

How To Spot And Implement Changes To Buying Centers, Buying Groups, And Buyer Personas

July 18th, 2021
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
With contributors:
Amy Bills , Lisa Nakano

Summary

Forrester benchmark data shows that existing customers represent about three-quarters of B2B revenue. Portfolio marketers, however, often focus on new buyers and don’t always make the necessary adjustments required to adapt their go-to-market strategies to existing customers, potentially overlooking a significant source of revenue. In this report, we present a systematic way to look at targeting buyers within existing accounts — and what elements of go-to-market strategy need to be adjusted to ensure better engagement based on opportunity type.

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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.