How To Report

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

November 30th, 2021
With contributors:


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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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.