Business Technographics

Understanding customers — their preferences and buying journeys — is the most important capability B2B marketers need today. The difference between knowing and guessing is the difference between winning and losing.

Interactive Dashboards

Tech buyer insights to shape business technology decisions

Your changing tech buyer

73% of North American B2B technology spending is business-led or heavily influenced by business leaders.

85% of tech buyers expect to consume at least three pieces of content prior to contacting sales.

Almost half 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.”

Sue Yeager

Global Market Intelligence
Intel Security

Custom data

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.

Request a complimentary interactive dashboard

Business Technographics data explores a deep range of topics to give you credible buyer insights across 10 countries.

Request a complimentary interactive data dashboard on security priorities and challenges and check out what Business Technographics has to offer.