Summary
Business buying remains complex despite the arrival of new self-service technologies like generative AI (genAI). Providers need a deep understanding of their target markets and must examine buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams must also navigate buyers’ wider value network and prepare for their use of genAI. This report presents insights from Forrester’s Buyers’ Journey Survey, 2024 to help providers comprehend the obstacles buyers encounter and how to upend outdated go-to-market strategies to enable buyers to make better decisions.
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