Model Overview Report

Forrester’s B2B Buyer’s Journey Map Framework

Mapping The Buyer’s Journey Enables Better Engagement

April 28th, 2023
With contributors:
Barry Vasudevan , Beth Caplow , Lisa Gately , Amy Hayes , Kaitlyn Coalson , Drew Zalucky


Persona-based maps of the buyer’s journey are a foundational component of the go-to-market process that informs downstream marketing and sales enablement activities. In this report, we introduce the Forrester B2B Buyer’s Journey Map Framework and provide a template based on the framework to help portfolio marketers develop journey maps that identify buyers’ interaction and content consumption patterns to enable increased engagement with preferred marketing tactics, content, and sales enablement.

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