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What Matters to B2B Buyers
Source: Forrester's B2B Buying Survey, 2021.
Top four drivers of the decision to select a provider:
1. Provider's customization of the offering
to meet buyer-specific needs
2. Competence the provider demonstrated
in the purchasing process
3. Previous experience with the provider
4. Best price
Buyers want
customized
offerings
and provider
competence.
