How To Report

Using Forrester’s Buyer Insights Reports To Improve Messaging, Content, And Engagement

November 30th, 2021
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Paul Ferron , Amy Hayes , Barry Vasudevan , Beth Caplow , Katie Fabiszak , John Buten , Kaitlyn Coalson , Drew Zalucky

Summary

The Forrester 2021 B2B Buying Survey asked B2B buyers from around the world about purchases they made during the last six months of 2020. The intent of this survey is to help Forrester clients that are B2B organizations gain a better understanding of the behaviors and preferences of their buyers. In addition to an overview report discussing the most significant high-level findings, individual Buyer Insights reports cover detailed findings for specific job roles, horizontal functions, industries, and regions. In this report, we explain how the buyer insights reports are structured and how to use them in messaging, content, and campaign planning efforts to better engage a B2B organization’s target audience.

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