Data Overview Report

The State Of Business Buying, 2023

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

September 29th, 2023
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.

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