Forrester's 2023 global b2b buyers' journey survey reveals that budget crunches, information overload, and generational differences are protracting buying cycles

Cambridge, mass.--(business wire)--according to forrester's (nasdaq: forr) the state of business buying, 2023 report, buyers across the globe are overwhelmingly price-sensitive as they navigate macroeconomic headwinds: at least a third of b2b business buyers in north america and europe, and more than a quarter in asia pacific, are primarily influenced by price when making purchasing decisions. additionally, the buying process has become more complex than ever, with purchase delays becoming the.
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