Forrester’s Buyer Insights Essential Research, 2023

December 18th, 2023

Amy Hayes VP, Research Director

Jenna Santos Data Researcher

With contributors:

Kaitlyn Coalson , Shelby Muschler , Drew Zalucky , Ellen Lind

Summary

B2B organizations often use the same go-to-market approaches they’ve relied on for years. However, buying behaviors change over time, and buyers can exhibit different behaviors depending on the role they play in the purchase, the potential impact of the purchase, and the type of purchase. Providers that have a better understanding of the behaviors and preferences of their target buyers achieve greater response, engagement, and win rates. In this report, we provide links to 25 buyer insights reports for specific personas, industries, and regions to help B2B organizations develop a clear picture of how their buyers want to buy.

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