Forrester Research: Thought Leadership Approach: Buyer Journeys & Expectations Evolved


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The new B2B Buyer is armed with access to information and heightened expectations when it comes to their buying experience. To explore this concept, Adobe commissioned Forrester Consulting to evaluate the B2B buyer journey landscape. Forrester conducted an online survey with 1,023 B2B and B2C global business executives with responsibility for enabling, creating, or participating in customer experience and engagement to explore this topic. This study also highlights how the buying experience has changed due to the COVID-19 global pandemic.

Forrester found that while most organizations have made many strategic changes and technology investments required to succeed with modern B2B buyers, marketers still struggle to glean the actionable insights that fuel personalized, contextual engagement. Effectively stewarding buyers through their journeys requires organizations to finally solve this insights challenge through improvements in their core systems and processes for data collection, analysis, and activation.

Forrester’s Lori Wizdo and Microsoft’s US CMO Valerie Beaulieu-James discuss the research findings and their implications on B2B sellers.

Featuring:

Lori Wizdo

Lori Wizdo
VP, Principal Analyst Serving
B2B Marketing Professionals, Forrester

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Valerie Beaulieu-James

Valerie Beaulieu-James
CMO, Microsoft US

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