What was the most impactful thing you heard at Forrester this week?
When Kerry Cunningham joined us on Growth Driver, we dove into how B2B buying behavior has changed dramatically in the last few years, from intent data to buying groups and beyond.
Here are some of the top stats we heard this week:
1️⃣ 71 percent of B2B decision makers are now 45 years of age or younger (this number is expected to exceed 75 percent by 2025)
2️⃣ These buying group memebrs are 25 percent more sensitive to risk (fear of messing up!) than older buyers
3️⃣ 92% of B2B decisions influenced by multiple stakeholders, with the average buying group being 3 or more people
What does this mean for B2B organizations?
🎯 Enable your buyers. Make their experience seamless, frictionless, and focus on their needs–not product features alone.
🏁 Adapt to buying group dynamics, and say farewell to the traditional MQL model. Embrace signals, and prioritize groups instead of lonely leads.
🏆 Customer obsession is no longer a nice to have, it's essential for any strategic targeting effort to produce results
If you didn't attend this year's #ForrB2BSummit don't worry, we're about to release an episode with Terry Flaherty where we dig into MQLs, targeting strategy, buying groups, and more. Stay tuned!
#B2BInsights #buyingbehavior #BuyingGroups #B2BSales #B2BMarketing #Integration #Growth #intentdata #logic #GrowthDriver
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out the report from Kerry: https://6sense.com/blog/new-buyer-experience-report-3-insights-and-a-warning/
#Buyers #IntentData #SalesStrategy #LeadManagement #B2BInsights #CustomerEngagement #B2BGTM #EfficientGrowth
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