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Description
Business buying remains a complex process despite growing influence of 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 understand what they need to do differently to accommodate buyers’ use of genAI.
This webinar presents the European findings from Forrester’s Buyers’ Journey Survey, 2025 to help companies understand the nuances when targeting European audiences and navigate the obstacles that European buyers encounter.
- Understand subtleties in B2B buying among different European countries, as well as comparisons with the rest of the world.
- Explore how European 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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