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Description
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Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.
Key takeaways:
- Learn how buyer behaviors have changed in the last year.
- Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.
- Explore how buyers are using genAI to research solutions and vendors.
- Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.
Target audience level: all levels
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