Toolkit

Understanding Customers’ Role In The Buying Network

Discover Research Relevant To Finding, Nurturing, And Activating Customer Advocates

 and  eight contributors
Oct 08, 2025

Summary

A buying network includes the buying group members that are part of the purchasing organization and the external parties they go to for information, advice, and support throughout the customer lifecycle — including a provider’s existing and former customers. This report contains essential research to help B2B providers understand their customers’ role in the buying network and how to nurture their successful customers to share their experiences with buyers.

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