External Parties Play Important Roles In B2B Buying Processes In Asia Pacific

Forrester data reveals that B2B purchasing decisions in Asia Pacific (APAC) directly involve 10 people from outside of the buying organization on average. A potential user from a buying company can seek feedback from another firm that already uses similar services or products; these external parties can play an influencer role in the process. This finding shows complex B2B purchasing is and underscores the need to consider external influencers of the buying organization. To boost their chances of success, B2B marketers must broaden their scope beyond the internal buying team to include influential outsiders. This is a snapshot of Forrester’s data on B2B purchasing processes at firms in APAC.