Forrester: To Master B2B Buying Mayhem, Providers Must Prioritize Buyers’ Needs
Forrester's State Of Business Buying 2024 report reveals significant challenges in B2B purchasing processes. The study shows that 86% of B2B purchases stall during the buying process, and 81% of buyers are dissatisfied with their chosen providers. Key findings indicate that 95% of buyers plan to use generative AI for purchase decisions in the next 12 months, while an average of 13 people are involved in organizational buying decisions, with 89% of purchases involving multiple departments.
To address these challenges, Forrester recommends providers optimize for AI-led buying activities, shift focus to helping buying groups in decision-making, and develop strong influencer programs. These insights will be further explored at Forrester's B2B Summit North America in Phoenix, March 31-April 3, 2025.
Il rapporto State Of Business Buying 2024 di Forrester rivela sfide significative nei processi di acquisto B2B. Lo studio mostra che l'86% degli acquisti B2B si arresta durante il processo di acquisto, e l'81% degli acquirenti è insoddisfatto dei fornitori scelti. I principali risultati indicano che il 95% degli acquirenti prevede di utilizzare l'IA generativa per le decisioni di acquisto nei prossimi 12 mesi, mentre in media 13 persone sono coinvolte nelle decisioni di acquisto aziendale, con l'89% degli acquisti che coinvolgono più dipartimenti.
Per affrontare queste sfide, Forrester raccomanda ai fornitori di ottimizzare le attività di acquisto guidate dall'IA, spostare l'attenzione nell'aiutare i gruppi d'acquisto nel processo decisionale e sviluppare programmi per influencer solidi. Queste intuizioni saranno ulteriormente esplorate al B2B Summit di Forrester in Nord America a Phoenix, dal 31 marzo al 3 aprile 2025.
El informe State Of Business Buying 2024 de Forrester revela desafíos significativos en los procesos de compra B2B. El estudio muestra que el 86% de las compras B2B se detienen durante el proceso de compra, y el 81% de los compradores está insatisfecho con los proveedores elegidos. Los hallazgos clave indican que el 95% de los compradores planea utilizar IA generativa para las decisiones de compra en los próximos 12 meses, mientras que un promedio de 13 personas están involucradas en las decisiones de compra organizacionales, con el 89% de las compras involucrando múltiples departamentos.
Para abordar estos desafíos, Forrester recomienda a los proveedores optimizar las actividades de compra lideradas por IA, cambiar el enfoque hacia la ayuda a los grupos de compra en la toma de decisiones y desarrollar programas sólidos para influenciadores. Estas ideas se explorarán más a fondo en la Cumbre B2B de Forrester en Norteamérica en Phoenix, del 31 de marzo al 3 de abril de 2025.
포레스터의 2024년 비즈니스 구매 현황 보고서는 B2B 구매 프로세스에서의 중요한 도전을 드러냅니다. 연구에 따르면 B2B 구매의 86%가 구매 과정에서 중단되며, 구매자의 81%가 선택한 공급자에 만족하지 않습니다. 주요 결과는 95%의 구매자가 향후 12개월 내에 구매 결정에 생성적 AI를 사용할 계획임을 나타내며, 평균 13명이 조직 구매 결정에 참여하고, 89%의 구매가 여러 부서를 포함한다는 것입니다.
이러한 도전에 대응하기 위해 포레스터는 공급자들이 AI 주도의 구매 활동에 최적화하고, 구매 그룹의 의사결정을 도와주는 데 중점을 두며, 강력한 영향력자 프로그램을 개발할 것을 권장합니다. 이러한 통찰력은 2025년 3월 31일부터 4월 3일 사이에 피닉스에서 열리는 포레스터의 B2B 정상 회담에서 추가적으로 논의될 예정입니다.
Le rapport State Of Business Buying 2024 de Forrester révèle des défis significatifs dans les processus d'achat B2B. L'étude montre que 86% des achats B2B sont bloqués pendant le processus d'achat, et 81% des acheteurs sont insatisfaits de leurs fournisseurs choisis. Les principaux résultats indiquent que 95% des acheteurs prévoient d'utiliser l'IA générative pour les décisions d'achat au cours des 12 prochains mois, tandis qu'en moyenne 13 personnes sont impliquées dans les décisions d'achat organisationnelles, avec 89% des achats impliquant plusieurs départements.
Pour relever ces défis, Forrester recommande aux fournisseurs d'optimiser les activités d'achat dirigées par l'IA, de se concentrer sur l'aide aux groupes d'achat dans le processus décisionnel et de développer des programmes forts d'influenceurs. Ces idées seront explorées plus en détail lors du B2B Summit de Forrester en Amérique du Nord à Phoenix, du 31 mars au 3 avril 2025.
Der Bericht State Of Business Buying 2024 von Forrester zeigt erhebliche Herausforderungen im B2B-Einkaufsprozess auf. Die Studie zeigt, dass 86% der B2B-Käufe während des Einkaufsprozesses ins Stocken geraten und 81% der Käufer mit ihren gewählten Anbietern unzufrieden sind. Die wichtigsten Ergebnisse deuten darauf hin, dass 95% der Käufer planen, innerhalb der nächsten 12 Monate generative KI für Einkaufsentscheidungen zu nutzen, während im Durchschnitt 13 Personen an Organisationsentscheidungen beteiligt sind, wobei 89% der Käufe mehrere Abteilungen einbeziehen.
Um diesen Herausforderungen zu begegnen, empfiehlt Forrester den Anbietern, sich auf KI-gesteuerte Einkaufsaktivitäten zu optimieren, den Fokus darauf zu legen, Einkäufergruppen bei der Entscheidungsfindung zu unterstützen, und starke Influencer-Programme zu entwickeln. Diese Erkenntnisse werden während des B2B-Gipfels von Forrester in Nordamerika in Phoenix vom 31. März bis 3. April 2025 weiter diskutiert.
- 95% of buyers planning to adopt generative AI for purchase decisions indicates strong market modernization
- Company is launching an interactive Buyer Insights report series for targeted audience analysis
- 86% of B2B purchases stalling during buying process indicates severe market friction
- 81% customer dissatisfaction rate with chosen providers shows significant market problems
- Complex decision-making process requiring 13 people on average may lead to longer sales cycles
Insights
This report reveals significant challenges in the B2B marketplace that could impact Forrester's revenue and market position. The findings show 86% of B2B purchases stalling and 81% of buyers being dissatisfied with providers - concerning metrics that highlight systemic issues in the B2B sales process. The anticipated 95% adoption rate of generative AI in buying decisions within 12 months presents both an opportunity and challenge for Forrester's research and advisory services.
The research identifies critical pain points in B2B purchasing, with an average of 13 stakeholders involved in buying decisions and 89% of purchases requiring multiple department coordination. This complexity underscores the value of Forrester's research services but also suggests potential market disruption as buying patterns evolve. The upcoming B2B Summit and research series could drive additional revenue through event attendance and subscription sales, though the extended timeline (March 2025) may limit immediate financial impact.
More than
To help B2B buyers make better decisions, providers must transform their go-to-market approach and their understanding of buyers’ needs. At Forrester’s B2B Summit North America, Forrester analysts will help leaders navigate increased buying complexity and deliver better buyer satisfaction. Sessions will discuss specific actions that providers can take, including:
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Preparing for generative AI and enabling seamless interactions across channels. Almost
95% of buyers anticipate using genAI to support their decision and purchase process in the next 12 months. When creating campaigns and demand programs, providers should optimize for genAI-led buying activity to address questions across the entire buying journey.
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Shifting from selling to helping buying groups in their decision-making process. On average, 13 people within an organization are involved in the buying decision, with
89% of purchases involving two or more departments. Understanding the size and composition of the buying group and why purchases stall can help providers shift their go-to-market strategy to align to buying groups’ organizational needs and business priorities.
- Anticipating and managing external influencers that buyers turn to. Providers must think beyond their direct interaction with buyers by building strong influencer programs so that buyers feel confident that the provider they’re considering is represented and respected by others in their value network.
“A broken B2B buying process is creating mayhem for buyers and providers,” said Amy Hayes, VP and research director at Forrester. “As buyers reevaluate how they engage with organizations, providers must ignite action and put buyers first to create meaningful experiences. Forrester’s research is designed to help providers better understand the obstacles that buyers face and where they can upend outdated go-to-market strategies to help buyers make better, more informed purchasing decisions.”
Featuring more than 50 interactive sessions and eight dedicated B2B tracks, Forrester’s B2B Summit North America — being held in
Resources:
- Learn more about The State Of Business Buying, 2024 report, part of Forrester’s Buyer Insights series that will publish between now and the end of January 2025. Other reports in the series focus on buyer motivations and preferences by industry, region, company size, persona, and other variables. These interactive reports allow providers to drill down to more specific details about their target audiences to make data-informed decisions about campaigns, programs, content assets, and messaging.
- To learn more about this topic, register to attend Forrester’s B2B Summit North America and view the full Summit agenda here.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; and the shared wisdom of our clients. To learn more, visit Forrester.com.
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Amanda Chordas
achordas@forrester.com
Source: Forrester Research, Inc.
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