What B2B Buyers Crave

The evolving environmental factors driving fundamental changes in B2B buyers’ behavior have reached an inflection point — and now pose an existential threat to all organizations. It’s more than a combination of discrete trends such as rising bounce rates, declining open rates, and increasing churn; it’s that your buyers now expect a fundamentally different relationship with your company. This report helps B2B marketing professionals understand how B2B buyers’ expectations are changing and presents Forrester’s Buying Motion Matrix so they can design optimal experiences that are increasingly open, connected, intuitive, and immediate.