The Forrester Buying Spectrum

January 1st, 2018

Summary

B2B buying behavior is more episodic than linear, creating a need to uncover patterns in this behavior. Forrester’s B2B Buying Study has brought to light new data about the behavior of B2B buyers. Despite popular perceptions, when it comes to B2B purchases, we’ve discovered not just one but three distinct buying scenarios involving a varying number of individuals with different buying roles. Portfolio marketing leaders must understand buyer behavior and ensure their insight is leveraged across marketing and sales strategies. In this report, we describe these buying scenarios — committee, consensus, and independent.

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