Forrester: Three Seismic Shifts In Buying Behavior From Forrester’s 2021 B2B Buying Study

The pandemic has fundamentally changed buyers’ behavior and there’s no going back. No longer can teams hope to close a deal with only one buyer on board – they need to engage the whole buying team. The number of buying interactions continues to grow as well. Unsurprisingly, the majority of these interactions are digital, which means marketing and sales teams need to re-evaluate how they’re reaching buyers and what strategies they can utilize to bring buying teams together. Analyst Beth Caplow explains in this blog on Forrester.

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