Best Practice Report

How Portfolio Marketing Can Have A Greater Impact On The Buyer Experience

Rethink Personas And The Journey To Better Reflect The Buyer’s Point Of View

July 6th, 2023
With contributors:
Amy Hayes , Ross Graber , Maxie Schmidt , Kaitlyn Coalson , Drew Zalucky


B2B buyers are not satisfied with the buying experience. According to Forrester’s Buyers’ Journey Survey, 2022, most global purchase influencers reported at least one area of dissatisfaction with the winning vendor at the conclusion of a purchase. At many B2B organizations, customer experience (CX) activities focus on postpurchase engagement — rarely on the buying process. Portfolio marketing is uniquely positioned to fill this gap by integrating the buyer’s point of view to improve the way providers go to market, optimize the buyer experience, and orchestrate improvements across the organization to focus on buyer value.

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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.