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
With contributors:
Amy Bills , Lisa Nakano


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.