
In 2024, cost structures drive differences in industry buying behavior. This report outlines the key differences in purchase preference by industry.
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Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.
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In 2024, cost structures drive differences in industry buying behavior. This report outlines the key differences in purchase preference by industry.
This report details insights to help providers understand the obstacles buyers encounter as well as their needs and preferences as they navigate their buying journey.
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