Essentials Report

Forrester’s Buyer Insights Essential Research, 2023

December 18th, 2023
With contributors:
Kaitlyn Coalson , Shelby Muschler , Drew Zalucky , Ellen Lind


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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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.