Introducing The Buyer Empowerment Model

May 6th, 2020

Amy Hayes VP, Research Director

Barry Vasudevan VP, Principal Analyst

Beth Caplow VP, Principal Analyst

Barbara Winters VP, Principal Analyst

Katie Fabiszak Principal Analyst

John Buten Principal Analyst

Paul Ferron VP, Research Director

Summary

Environmental factors are driving profound changes in the behaviors of B2B buyers, posing a risk to all B2B organizations. B2B buyers want to be treated as equal partners and expect experiences that are increasingly open, connected, intuitive, and immediate. It’s up to the provider to identify and balance the most crucial buyer expectations based on the buying situations of the target audience for a given offering. Portfolio marketers should factor buying group behavior, preferences, and expectations into buyer persona definitions. In this report, we introduce The Buyer Empowerment Model, a diagnostic tool that helps B2B organizations achieve this balance.

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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.