forrester b2b buyer journey

Forrester’s 2023 Global B2B Buyers’ Journey Survey Reveals That Budget Crunches, Information Overload, And Generational Differences Are Protracting Buying Cycles

Nearly 90% of global business buyers indicate that their purchase process was stalled in 2023

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 norm. To help expedite decision-making, providers need to offer price transparency up front and showcase their offerings’ ROI to buyers throughout the buying journey.

Based on responses from more than 18,000 global business buyers, the report further shows that, in addition to financial constraints, the following factors are influencing buying decisions in 2023:

• Generational differences. While younger buyers are gaining more purchase influence in the buying cycle, they also face more challenges. In fact, younger buyers often cited “unable to build internal consensus on vendor selection” as a stall reason. Seventy-one percent of respondents falling within the Millennial and Generation Z categories signaled that they may have less decision-making authority than older buyers.
• Vendor-owned interactions. Buyers derived more meaning from vendor-owned interactions, such as through product experts, free trials, and sales representatives, than they did from other third-party sources, including industry conferences and general business publications. Specifically, product experts have the greatest influence on buyers, offering the best clarity and value to help them find the best solution for their needs.
• Regional practices. Noticeable differences emerge when comparing buying behaviors across Asia Pacific, Europe, and North America. More than 30% of North American buyers value ease of doing business whereas, in APAC, buyers rely more on trust, provider expertise, and relationships with vendors to make purchase decisions. In North America, 43% of business buyers make purchase decisions with no more than two people across a single department, compared to 29% of business buyers in Europe and 35% in APAC, respectively.

“Due to budget constraints and continued economic uncertainty, buying decisions are getting delayed,” said Amy Hayes, VP and research director at Forrester. “In this business climate, buyers expect price transparency and providers to meet their preferences and needs across all stages of their purchase journey. This research is designed to help B2B sales, product, and marketing leaders understand new and emerging buying patterns so they can distinguish themselves from their competition and close business faster.”

• Discover the latest global B2B business buyer preferences and behaviors for 2023.
• Download Forrester’s B2B buying report, The State Of Business Buying, 2023 (client access required).
• Explore Forrester’s 2024 Planning Guides for B2B Marketing Executives and Portfolio Marketing .

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; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com .

Ira Kantor [email protected]

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

Nearly 90% of global business buyers indicate that their purchase process was stalled in 2023

CAMBRIDGE, Mass., October 03, 2023 --( 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 norm. To help expedite decision-making, providers need to offer price transparency up front and showcase their offerings’ ROI to buyers throughout the buying journey.

Based on responses from more than 18,000 global business buyers, the report further shows that, in addition to financial constraints, the following factors are influencing buying decisions in 2023:

Generational differences. While younger buyers are gaining more purchase influence in the buying cycle, they also face more challenges. In fact, younger buyers often cited "unable to build internal consensus on vendor selection" as a stall reason. Seventy-one percent of respondents falling within the Millennial and Generation Z categories signaled that they may have less decision-making authority than older buyers.

Vendor-owned interactions. Buyers derived more meaning from vendor-owned interactions, such as through product experts, free trials, and sales representatives, than they did from other third-party sources, including industry conferences and general business publications. Specifically, product experts have the greatest influence on buyers, offering the best clarity and value to help them find the best solution for their needs.

Regional practices. Noticeable differences emerge when comparing buying behaviors across Asia Pacific, Europe, and North America. More than 30% of North American buyers value ease of doing business whereas, in APAC, buyers rely more on trust, provider expertise, and relationships with vendors to make purchase decisions. In North America, 43% of business buyers make purchase decisions with no more than two people across a single department, compared to 29% of business buyers in Europe and 35% in APAC, respectively.

"Due to budget constraints and continued economic uncertainty, buying decisions are getting delayed," said Amy Hayes, VP and research director at Forrester. "In this business climate, buyers expect price transparency and providers to meet their preferences and needs across all stages of their purchase journey. This research is designed to help B2B sales, product, and marketing leaders understand new and emerging buying patterns so they can distinguish themselves from their competition and close business faster."

Discover the latest global B2B business buyer preferences and behaviors for 2023.

Download Forrester’s B2B buying report, The State Of Business Buying, 2023 (client access required).

Explore Forrester’s 2024 Planning Guides for B2B Marketing Executives and Portfolio Marketing .

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; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com .

View source version on businesswire.com: https://www.businesswire.com/news/home/20231003592506/en/

Ira Kantor [email protected]

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Forrester’s 2023 Global B2B Buyers’ Journey Survey Reveals That Budget Crunches, Information Overload, And Generational Differences Are Protracting Buying Cycles

Nearly 90% of global business buyers indicate that their purchase process was stalled in 2023

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 norm. To help expedite decision-making, providers need to offer price transparency up front and showcase their offerings’ ROI to buyers throughout the buying journey.

Based on responses from more than 18,000 global business buyers, the report further shows that, in addition to financial constraints, the following factors are influencing buying decisions in 2023:

• Generational differences. While younger buyers are gaining more purchase influence in the buying cycle, they also face more challenges. In fact, younger buyers often cited “unable to build internal consensus on vendor selection” as a stall reason. Seventy-one percent of respondents falling within the Millennial and Generation Z categories signaled that they may have less decision-making authority than older buyers.
• Vendor-owned interactions. Buyers derived more meaning from vendor-owned interactions, such as through product experts, free trials, and sales representatives, than they did from other third-party sources, including industry conferences and general business publications. Specifically, product experts have the greatest influence on buyers, offering the best clarity and value to help them find the best solution for their needs.
• Regional practices. Noticeable differences emerge when comparing buying behaviors across Asia Pacific , Europe , and North America . More than 30% of North American buyers value ease of doing business whereas, in APAC, buyers rely more on trust, provider expertise, and relationships with vendors to make purchase decisions. In North America , 43% of business buyers make purchase decisions with no more than two people across a single department, compared to 29% of business buyers in Europe and 35% in APAC, respectively.

“Due to budget constraints and continued economic uncertainty, buying decisions are getting delayed,” said Amy Hayes , VP and research director at Forrester . “In this business climate, buyers expect price transparency and providers to meet their preferences and needs across all stages of their purchase journey. This research is designed to help B2B sales, product, and marketing leaders understand new and emerging buying patterns so they can distinguish themselves from their competition and close business faster.”

• Discover the latest global B2B business buyer preferences and behaviors for 2023.
• Download Forrester’s B2B buying report, The State Of Business Buying, 2023 (client access required).
• Explore Forrester’s 2024 Planning Guides for B2B Marketing Executives and Portfolio Marketing .

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; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com .

View source version on businesswire.com : https://www.businesswire.com/news/home/20231003592506/en/

Ira Kantor [email protected]

Source: Forrester

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• Forrester’s 2023 Global B2B Buyers’ Journey Survey Reveals That Budget Crunches, Information Overload, And Generational Differences Are Protracting Buying Cycles

Nearly 90% of global business buyers indicate that their purchase process was stalled in 2023

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 norm. To help expedite decision-making, providers need to offer price transparency up front and showcase their offerings’ ROI to buyers throughout the buying journey.

Based on responses from more than 18,000 global business buyers, the report further shows that, in addition to financial constraints, the following factors are influencing buying decisions in 2023:

• Generational differences. While younger buyers are gaining more purchase influence in the buying cycle, they also face more challenges. In fact, younger buyers often cited “unable to build internal consensus on vendor selection” as a stall reason. Seventy-one percent of respondents falling within the Millennial and Generation Z categories signaled that they may have less decision-making authority than older buyers.
• Vendor-owned interactions. Buyers derived more meaning from vendor-owned interactions, such as through product experts, free trials, and sales representatives, than they did from other third-party sources, including industry conferences and general business publications. Specifically, product experts have the greatest influence on buyers, offering the best clarity and value to help them find the best solution for their needs.
• Regional practices. Noticeable differences emerge when comparing buying behaviors across Asia Pacific, Europe, and North America. More than 30% of North American buyers value ease of doing business whereas, in APAC, buyers rely more on trust, provider expertise, and relationships with vendors to make purchase decisions. In North America, 43% of business buyers make purchase decisions with no more than two people across a single department, compared to 29% of business buyers in Europe and 35% in APAC, respectively.

“Due to budget constraints and continued economic uncertainty, buying decisions are getting delayed,” said Amy Hayes, VP and research director at Forrester. “In this business climate, buyers expect price transparency and providers to meet their preferences and needs across all stages of their purchase journey. This research is designed to help B2B sales, product, and marketing leaders understand new and emerging buying patterns so they can distinguish themselves from their competition and close business faster.”

• Discover the latest global B2B business buyer preferences and behaviors for 2023.
• Download Forrester’s B2B buying report, The State Of Business Buying, 2023 (client access required).
• Explore Forrester’s 2024 Planning Guides for B2B Marketing Executives and Portfolio Marketing .

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; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com .

View source version on businesswire.com: https://www.businesswire.com/news/home/20231003592506/en/

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Programmatic advertising can be adapted throughout the buyer journey . In fact, according to Forrester , programmatic advertising will account for the majority of all advertising spend over the next few years. What variables can you adjust (audience, time of day, device, buyer journey stage, creative size, etc.)?

Summer 2020 Release: Introducing Seismic Interactive Content

AUGUST 31, 2020

B2B buyers are increasingly demanding a B2C experience and moreover they expect the experience to be personalized and immersive. According to a Seismic-commissioned study conducted by Forrester Consulting, 85% of buyers will dismiss the first interaction if they don’t receive tailored information. Learn more.

Light Up Your Revenue by Decoding the Dark Funnel

NOVEMBER 2, 2021

Principal of Product Marketing (and former Forrester VP & principal analyst) Kerry Cunningham , you’ll learn: What the Dark Funnel is and what kinds of intent data it contains. Your team gains a clearer picture of buyer personas. Buyer journeys become more precise, too. The benefits go on.

MASTER THE ART OF CONTENT MARKETING TO BOOST YOUR REVENUE PERFORMANCE

JUNE 29, 2023

Your buyers desire meaningful content that is shares keen insights and is backed by facts (statistics, client testimonials). In fact, Forrester estimates that 65% of produced marketing assets go unused because they are irrelevant. On top of this, content marketing is notorious for consuming valuable resources.

Stop Focusing On The Sales Process, Silly!

JUNE 26, 2015

70-90% of the buyer’s journey is complete prior to engaging a vendor, so it’s difficult to sell to someone who is not listening to your sales tactics. Forrester ). B2B buyers engage with 11.4 Forrester ). Your Customers Are Researching For Answers To Help Them Buy.

Why Intent Data is a Must-Have to Boost Your Revenue in 2022?

NOVEMBER 4, 2021

To meet ideal buyers earlier in the journey and make an impact before your competitors do so, B2B companies need to craft company-wide strategies to dig deeper into the unseen buyer journey . Source: Forrester , 2021). The Fundamentals: What is Intent Data? Intent data is a collection of behavioral data points.

6 Lead Nurturing Mistakes That Are Killing Your Conversions

DECEMBER 27, 2021

The entire sales journey from the lead generation to the final lead conversion should be under the purview of lead nurturing. According to Forrester Research, around 47% of B2B marketers claim to close less than 4% of their marketing leads. This builds trust with the brand and creates strong brand awareness.

Put The Phone Down – I’m Not Ready

JULY 16, 2015

According to a 2015 blog post by Forrester analyst, Lori Wizdo , B2B Buyer Journey Mapping Basics , 74% of buyers report conducting half of their research online before buying offline. Does that warrant a call? And the numbers can be even higher with a large enterprise purchase involving buying committees.

5 REASONS BUYING COMMITTEES ARE NOT CHOOSING YOUR SOLUTION

SEPTEMBER 29, 2022

Buying committees are on the rise in the new B2B buyer journey . In other words, solution knowledge is relevant, but it wins the day when that context is applied to the buyer’s business, situation and needs. Your organization is failing to provide a mix of content all along the buyer journey .

How to Treat Your Buyers Like Cat Videos

Adobe Experience Cloud Blog

SEPTEMBER 17, 2018

Here are some sales stats that you may find shocking: According to Forrester , 68% (of prospects) want to connect with sales during the consideration stage , after they’ve researched the options and come up with a short list. TOPO states it takes an average of 18 calls to connect with a buyer .

Bridging The Sales and Marketing Gap

MAY 10, 2022

Top industry analysts like Forrester have been following this disconnect for years, and found that highly aligned companies grow 19% faster and are 15% more profitable. Marta has no idea if her content can be attributed to revenue or closed deals; she doesn’t even know if her content is helping move people through the buyer journey .

Measuring Customer Experience for B2B Marketers

JANUARY 12, 2021

Customer Experience is the perception or impression an organization gives through its customer interactions during the buyer journey . The B2B CX must emphasize how your solutions can solve buyers ’ problems and demonstrate that utility throughout the pre-sale buyer journey . . What is Customer Experience (CX)?

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The Buyer’s Journey Demystified by Forrester

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As marketers we’ve developed many of our marketing strategies and tactics around the most popular “truths” of the buying journey. Two examples of these truths include:

“57% of the purchase decision is complete before a customer even calls a supplier.” ( CEB )

“67% of the buyer’s journey is now done digitally.” ( SiriusDecisions )

However, to what extent are these statements in fact true? And if they are not 100% true, how should that influence the current course that we’ve taken from a marketing strategy perspective?

Lori Wizdo of Forrester did a nice job responding to these questions during a recent breakfast briefing entitled “Mythbusting 101:  Insights into the Tech Buying Journey.” Here are a couple of Lori’s more salient points on these myths, including my personal takeaways (Lori’s comments are in quotations):

The funnel is dead?

Lori was quick to point out that contrary to what some folks say, the funnel is not dead. “Marketing has significantly improved their nurturing process, with 22% more campaigns launched than in the past, four or more touches of leads within the nurturing cycle, and execution of lead scoring. There is more early funnel activity, and greater impact by marketing on the sales funnel; however, we are not where we need to be.”

Lori is right-on here. Marketing has made great strides over the past 20 years[ infographic ] towards their impact on the customer creation process. As part of this maturity process, we are now at a stage where we can tap into the power of technology , coupled with process of course, to fine tune our messaging and communication at the lead/contact level instead of at a segment level.  As Lori puts it, “we need to leverage the new physics of lead-to-revenue management to enable marketing qualified leads to become customers and advocates.” This topic is more thoroughly presented in “The New Physics of Lead-to-Revenue Management.”

“57% of the purchase decision is already complete before the customer even calls the supplier.” (CEB)

This one we’ve all heard, and we don’t hesitate to bring it up in our presentations and treat it as the unquestionable truth. However, as much as we use it to stress the importance of marketing along the buyers’ journey, we still must not discount the impact of sales in the buying process: Forrester research indicates that the conversation with sales reps is still a strong source of buyer influence. Lori showed a nice chart from Forrester’s Tech Marketing Navigator practice (formerly Strategic Oxygen which was acquired by Forrester in 2009) in which “vendor sales in person” is identified as an important influencer at an early stage of the buying process.

Just to be fair and balanced, SiriusDecisions does a nice job of setting the record straight about this type of statistic in their blog post, “Three Myths of the 67 Percent Statistic.”

Should individual personas be a guiding light for your marketing strategy?

• “For the B2B buying process, there is typically no single buyer . . . it’s a team; therefore, individual personas aren’t as important. There is no ‘average’ buyer. In fact, individual personas are almost irrelevant for B2B marketing. What you need to do is profile the buying team as a whole based upon your own assessment of the buying team’s journey.”
• I really like Lori’s thought process regarding the need to evaluate the buying team as an entity when developing your marketing strategy and tactics. We’ve thought about this in our marketing team as we evaluate the buying team as part of the sales process; however, we haven’t quite formalized a “buying team profile.” This is something we’ll definitely need to look into for our organization. However, I’m not quite ready to give up our individual personas quite yet. These personas help our team connect with our buyers, and focus on their personal and professional needs as we develop and execute our content marketing strategy.  Developing individual personas can also help with your content marketing crowdsourcing process.

Build it and they will come. . .and when they do, get as much information from them as possible.

• Discover phase: “Don’t chase away your prospects. Too many companies’ landing pages are still collecting too much information at the early stages of a relationship.”  (e.g., long lead forms to complete)
• “54% of much of the material marketers are developing is useless.”
• “66% of content is more focused on style than substance.”
• “Getting the right customers/prospects to view the content is marketer’s greatest challenge.”
• Two areas for improvement identified by Lori to improve this situation are:
• Resources pages: “Don’t align your resources pages by format of content. Instead, put it in terms of value for buyers to help guide them through journey.” (e.g., focus on desired outcomes and specific personas)
• Website analytics: “Design your site to speak to buyers and buyer needs; use on site behavioral targeting; increase site stickiness with targeted content.”

Overall, this Forrester breakfast briefing proved to be time well spent.  I’m looking forward to attending Forrester’s upcoming Forum for Marketing Leaders. Can’t attend the forum? See what other content marketing events are taking place this year.

Interested in more insights from content marketing experts? Take a look at our content marketing expert video series to see how you can overcome content challenges and shape up your strategy; or check out our eBook entitled “How to Feed the Content Beast” to learn about the basics of content marketing and curation.

If you’re looking to ramp up your content marketing efforts and provide more value for potential customers, request a free demo of Curata to see how curation could complement your created content strategy.

Michael Gerard

Michael was CMO of Curata, responsible for Curata’s marketing strategy and all related activities. He has over 25 years of marketing and sales experience, having successfully launched and sustained three start-up ventures as well as having driven innovative customer creation strategies for large technology organizations such as IDC, Kenan Systems, Prospero (mZinga) and Millipore. Michael received his MBA from the MIT Sloan School of Management, as well as a BS in Engineering from Worcester Polytechnic Institute, and an MS in Engineering from Northeastern University.

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Introducing The Forrester Wave™: Workday Services, Q2 2024

Akshara Naik Lopez , Senior Analyst

We recently completed the latest edition of the Workday services evaluative research under The Forrester Wave™: Workday Services, Q2 2024 . The last edition of this Wave was published in 2021, and a lot has changed in the last three years. In general, outside of Workday HCM, we are seeing a massive adoption of Workday Finance, Adaptive Planning, Prism Analytics, Professional Services Automation, and full-platform deployments across several industries ranging from healthcare, financial services, retail, hospitality, and entertainment to regulated industries and the US public sector. This has resulted in a diverse set of services providers addressing the heavy demand in the Workday customer base. Some of the large providers excel, with a comprehensive set of accelerators, proprietary assets, and robust delivery methodology on top of the Workday-prescribed methodology and extensive industry experience, while others have truly innovated with unique industry and functional solutions using Workday Extend.

Apart from large providers, we wanted to represent the phenomenal work done by several boutique firms in human capital management (HCM), finance, and full platform deployments along with Workday Extend, Workday cloud platform, and general tooling. These boutique firms are crucial in servicing a large midmarket customer segment where Workday is heavily adopted. While you may find a boutique firm with a truly compelling offering featured higher up in Wave positioning, other boutiques may be positioned lower in the Wave because they are relatively compared to very large providers. These are not to be mistaken as weaker offerings, however, as they still are at the top of the stack of the larger Workday services ecosystem featured in The Workday Services Landscape, Q4 2023 . If you are a midmarket customer looking for robust Workday implementation capabilities and the right price points, these boutique firms are worth considering in your Workday Services RFP.

As Workday is looking to gain a bigger market share in enterprise resource planning (ERP) and finance, planning, and industry operations compared to its top competitors, Oracle Fusion Cloud ERP and SAP S/4HANA, Workday has invested heavily in its tightly controlled services provider ecosystem to ensure superior quality of services offered and that the products are installed correctly. This has allowed for the services firm, with extensive background in certain industries, being better suited and positioned to cater to certain customers. Workday has added a lot of new services providers in its ecosystem since 2021, and as we begin to see them open up their ecosystem, you will find innovative work from services providers in 2024 specifically in the Workday AI Marketplace .

We encourage new and existing Workday customers to use the curated list from The Forrester Wave™: Workday Services, Q2 2024 , as a starting point to get up to speed with current market dynamics and how each services firm scores against an extensive list of product offerings and capabilities, as well as Workday market strategy. Pair it with The Workday Services Landscape, Q4 2023 , in order to do a full assessment. If you would like to talk further about the changing market dynamics, key players, and how to work with them, please set up an inquiry or guidance session with me here . Comprehensive 2- or 4-hour advisory service for an in-depth analysis and comparison of the Workday services market is also available.

Related Links

• Financial Services, Healthcare, And Public Sector Clients Are Rapidly Adopting Workday Finance, Adaptive, And PRISM
• Workday AI Marketplace

Related Forrester Content

• The Forrester Wave™: Workday Services, Q2 2024
• The Workday Services Landscape, Q4 2023
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• Core Tech Strategy
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David Bowie's journey through the Soviet Union

In 1973, David Bowie traveled by train from Siberia to Moscow at the end of his Ziggy Stardust/Aladdin Sane world tour. His friend and bandmate Geoff MacCormack captured the journey in photos.

David Bowie had just become a genuine global rock star. In 1972, he had his major international breakthrough with the album "The Rise and Fall of Ziggy Stardust and the Spiders from Mars," and the world tour in support of the record continued until 1973.

The final date of the tour took place in Yokohama, Japan. Bowie , who suffered from a fear of flying, decided to take an unconventional route back home to England: going from Japan to Siberia on the passenger ship SS Felix Dzerzhinsky, then a week-long rail journey on the Trans-Siberian Railway , followed by further train connections through Poland, Germany and France. 

Exhibition of photographs by Geoff MacCormack

Now the  late rock star's unusual trip through what was then the USSR is the subject of an exhibition titled  "David Bowie in the Soviet Union" at the Wende Museum in Culver City, California. The Wende is an art museum, cultural center and archive of the Cold War , which, according to its website, "explores social, political, and cultural change." The photos in the exhibition are by Geoff MacCormack, a member of Bowie's band and a childhood friend.

MacCormack and Bowie met in the 1950s while playing in the London suburb of Bromley, where they both grew up, and they fast became inseparable.

In a video interview published on the Wende Museum website, MacCormack recalls growing up with Bowie, their time together at school, in the Cub Scouts and the church choir — and their trip through the Soviet Union. MacCormack describes vividly how the two boys fell under the spell of rock 'n' roll, calling it "a force of nature" that "blew us away."

They shared that love of music into adulthood. So when Bowie was about to embark on the 1972/73 tour, he recruited MacCormack as a backing vocalist, percussionist and dancer. "He phoned me up and told me I was joining his band; he didn't ask me," MacCormack tells Joes Segal, curator of the Wende Museum, in the interview.

New experiences, drinking sessions and a May Day parade

Aside from music, MacCormack's great passion is photography. And thanks to the closeness he shared with Bowie, he was able to capture images of the rock star on that train journey that others couldn't: a Bowie relaxed, lost in thought, focused, and excited by all the new experiences the trip brought them.

Traveling as they did allowed the two to really engage with the country and its people. There were repeated drinking sessions with soldiers, sailors and tourists; and the bleary mornings-after were captured by MacCormack's lens. He also recalls singing along with Bowie to an ever-present cassette of "cheesy" Russian cover versions of Beatles songs. 

One of the highlights of the journey was their two-day stop in Moscow , where they visited the Kremlin and the socialist showpiece department store GUM — and avidly watched the traditional May Day Parade.

A special soundtrack for the exhibition

The non-profit Los Angeles radio station dublab has created a playlist especially for the exhibition. It features songs from the time of that trip, as well as Bowie's once and future collaborators, including Mott the Hoople, Lou Reed , Brian Eno and Queen .

"This mix offers a glimpse into what he most likely was being influenced by at that moment, and later went on to define work such as 'Low' and 'Station to Station.' With a heavy dose of Krautrock, a foot in experimental music, and a solid presence in the so-called 'glam-rock' scene of that era," writes Alejandro Cohen, executive director of dublab, on the museum website.

The exhibition of MacCormack's photos is completed by Bowie's own 16mm film "The Long Way Home," which captures several elements of the journey, including the visit to the Moscow May Day parade.

The photos on show are also collected in Geoff MacCormack's current book, "David Bowie: Rock 'n' Roll with Me," published this year.

The exhibition "David Bowie in the Soviet Union" at the Wende Museum in Culver City, USA runs through October 22, 2023.

This article was originally written in German.

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Dublab playlist for 'david bowie in the soviet union' at the wende museum, link to dublab website, related topics.