Data Overview Report

Top B2B Buying Behaviors In 2022

Buyers Go Everywhere For Information: B2B Buyers’ Decision Drivers

November 14th, 2022
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Beth Caplow , Barbara Winters , Barry Vasudevan , John Buten , Katie Fabiszak , Paul Ferron , Srividya Sridharan , Eric G. Brown , Drew Zalucky , Ellen Lind

The results of Forrester’s Buyers’ Journey Survey, 2022, reveal broad patterns among purchase influencers on a global scale. By combining these findings with their own research, organizations can examine the buying process from multiple angles, allowing them to elevate their go-to-market strategy through powerful campaigns, programs, and content. The findings in this data overview examine how B2B buyers interact throughout the buying cycle, the most relevant interaction types, their preferred route to purchase, and the importance of different roles. By understanding the balance of interaction types, organizations can effectively target these touchpoints through strategic market plans.

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.