Vision Report

The Future of Buying: Three Channel Marketing Actions

How B2B Channel Marketing Leaders Should Anticipate And Plan For Buyers’ Evolving Expectations

July 13th, 2021


Buyers’ experiences as consumers are changing their expectations in B2B buying scenarios. The future B2B buyer will expect buying experiences to be increasingly open, connected, intuitive, and immediate. The buying process will be increasingly seller led vs. buyer led and focus on optimizing interactions between suppliers, partners, buyers, and customers. In this report, we discuss the future of buying and its impact on three channel marketing priorities and establish critical actions that support evolving buyer expectations.

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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.