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B2B Buyer Highlights: Rise in Complexity & CX Importance
Experience
Matters
Interaction
Diversity
Increase in
Interactions
Buying in
Groups
60% of purchases
involve four or more
buyers – the shift is up
from 47% in the same
study conducted 4
years ago
27 buyer interactions
(on average) occur in a
successful B2B buying
cycle – up from 16 in
the same study
conducted 4 years ago
85% of buyers met with
a wide variety of
provider reps – this
includes expanding
beyond just provider
sales reps/personas
Top trigger for a buyer
to engage is previous
experience with a
provider – followed by
third party review(s)
and peer/customer
references
Source: Forrester's B2B Buying Survey, 2021.
