Technology is the foundation for nearly every customer experience, and today’s customers expect you to provide value to them through digital channels. Using data-driven insights to understand the changing B2B tech buyer — their preferences and purchase journeys — is the most important capability B2B marketers need now.
Tech buyer insights to shape product and marketing decisions
Your changing tech buyer
73% of North American B2B technology spending is business-led or heavily influenced by business leaders.
32% of technology spending outside of the CIO’s organization is conducted without IT’s input.
42% of business leaders believe that technology is too important for them not to be involved in purchasing decisions.
Insights that drive growth
Business Technographics provides you with deep insights into who your buyers are and what they want — their priorities, challenges, investments, technology adoption behaviors, and purchase journeys — to help you:
- Identify the most lucrative market opportunities arising from tech adoption.
- Ensure that your product positioning, messaging, and content resonate with your target audience.
- Plan more effective marketing programs to engage target buyers and optimize spend.
- Capitalize on growth segments and ensure that your go-to-market strategies drive revenue.
“I really appreciate the data I get from Business Technographics. I’ve been working with the Forrester team for years and rely on their expertise to provide me with data and content that I leverage in a variety of ways, including executive presentations and strategic planning.”
Global Market Intelligence
Customized business data tailored to your challenges
In addition to rich data insights from Business Technographics, Forrester can also draw from our rigorous primary research and Business Technographics to deliver custom data tailored to your specific business requirements. Capabilities range from segmentation, driver analysis, landscape mapping, conjoint analysis, and social listening.Learn more about Forrester’s custom data services.
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Business Technographics data explores a deep range of topics to give you credible buyer insights across 10 countries.
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