Summary
The impact of meeting with third parties during the B2B buying process has increased each year, according to Forrester’s B2B Buying Surveys. In 2021, the percentage of global professionals from B2B/B2B2C organizations who found a personal interaction meaningful or impactful showed a significant increase for almost all of the 10 interaction types we asked about, including the four most popular: conversations with buyer-sourced references; vendor-sourced references; thought leaders or industry analysts; and resellers, distributors, systems integrators, or consultants. This report provides a snapshot of Forrester’s data on which personal interactions B2B buyers find meaningful.
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