- The B2B buying process has always been complicated, but the past year has brought additional challenges with nearly every buying interaction being remote
- Forrester’s 2021 B2B Buying Study, with more than 950 respondents from around the world, reveals significant changes in buying behavior
- More people, more buying interactions, and more complexity might create additional challenges for providers
While the pandemic created new challenges for remote working, remote selling and purchasing also tested sellers and buyers. Forrester’s 2021 B2B Buying Study reveals how buyers responded to the new norm of being mostly virtual while seeking information about providers and their offerings before making a purchase.
The Word “Buyers” Now Means A Buying Group
Despite most buyers working remotely, this year has catapulted the buying group to the forefront. Independent buying scenarios, in which only one or two people are involved, are getting harder to find. Now 63% of purchases have more than four people involved — vs. just 47% in 2017 — and they can include different buyer roles — champions, influencers, decision makers, users, or ratifiers — from multiple departments.
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