Summary
Buying groups are getting more complex, with two-thirds of all B2B buying decisions involving a large buying group that spans multiple departments. Buyers continue to consume a wide variety of content, and marketers should use preference data to prioritize content development. The biggest shift in buyer interactions is toward more human interactions with the vendors themselves.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).