Forrester 2021 B2B Buying Study (n=950+): buying interactions during evaluation rose from 17 to 27 during the pandemic

Claim: Forrester's 2021 B2B Buying Study (n=950+ global respondents) found the number of buying interactions during evaluation rose from 17 to 27 during the pandemic.

Source: https://www.forrester.com/blogs/predictions-2022-b2b-marketing-and-sales/

Confidence: Verified.

Note: Forrester labels these "buying interactions" rather than information sources — matters when planning content depth. Pair with Gartner: B2B buyers complete "six buying jobs" in non-linear "looping" order for the non-linear loop frame.