The Individual Buyer

In B2B, a buyer is nearly always a group of people working together rather than an individual acting alone. Forrester’s 2021 B2B Buying Study revealed that over 60 percent of purchases have more than four people involved–versus just 47 percent in 2017–and they can include different buyer roles and departments.

These findings helped in enabling companies to connect individuals to their buying groups, associate them to specific opportunities and then track the progression of opportunities through the revenue generation process. It shows a tighter alignment between marketing and sales.