Data Overview Report

The State Of Business Buying, 2023

Financial, Demographic, And Firmographic Factors Contribute To Shifts In Behavior

September 29th, 2023
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Srividya Sridharan , Kaitlyn Coalson , Drew Zalucky , Ellen Lind

Business buyers in 2023 are mired in budget crunches, information overload, and generational gaps that are causing protracted buying cycles. This report reveals the latest business buying preferences and behaviors from more than 18,000 global respondents to Forrester’s Buyers’ Journey Survey, 2023. Specifically, it examines buyers who have been involved in a purchase for their organization over the past 12 months or plan to be involved in the next 12 months. Understanding new and emerging buying patterns is essential for B2B sales and marketing leaders who wish to distinguish themselves from the competition.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.