Model Overview Report

The Forrester B2B Buying Decision Process Framework

January 1st, 2018


The Forrester B2B Buying Decision Process Framework illustrates three common phases and decision gates that buyers pass through when making a B2B purchasing decision. Portfolio marketers (product, solution, industry, and segment) must internalize their target personas’ buying behavior. The framework provides guidance on how to design messaging, content strategy, and campaign architectures to enable buying decisions. In this report, we define the three phases of a B2B buying decision-making process and identify patterns of buyer behavior during each phase that should be reflected in campaign and content strategies.

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