Data Overview Report

Understand The Needs Of Existing Buyers In An Expansion Scenario

Leverage Forrester Buyer Insights For Successful Expansion Sales

August 24th, 2023
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Amy Hayes , Amy Bills , Laura Ramos , Kaitlyn Coalson , Drew Zalucky

Go-to-market planning starts with the identification and prioritization of targeted buyer segments. For many B2B organizations, existing customers are a dominant part of revenue and growth plans. Forrester data reveals that existing customers making additional purchases (i.e., not first-time or renewal purchases) have needs and preferences that are noticeably different than those of first-time buyers. Therefore, existing customer buying scenarios also require different go-to-market approaches. To deliver a personalized buying experience, portfolio marketers should understand the nuances among buyers with varying levels of knowledge and comfort with the organization and its offerings.

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