Summary
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.
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