This year’s B2B Summit in Phoenix brought a bold message from Forrester: B2B buying is in chaos. The rules of the game are changing fast, and traditional processes just can’t keep up with the rapid evolution of buyer expectations and behaviors. This is a wake-up call for businesses to adapt or risk falling behind.
Forrester’s latest research reveals a big shift in focus: 4 out of 5 business and tech professionals now rank improving the buyer experience as a top priority—up 6% from last year. Why the rush? Because 81% of buyers are unhappy with at least one part of their experience with their go-to vendors. These findings from Forrester’s 2024 Buyers Journey Survey of 11,352 global purchase influencers send a clear message: the buyer experience is under the microscope, and it’s time for organizations to step up and deliver!
The Evolving World of B2B Buying
B2B buying has changed dramatically, and Forrester’s latest insights show just how far we’ve come. Here are the trends reshaping the game:
- AI is taking the driver’s seat: A staggering 90% of buyers now rely on generative AI (GenAI) to research, evaluate, and even shortlist vendors. These tools are transforming decision-making, giving buyers the power to cut through the noise and find the right fit faster.
- A new wave of decision-makers: Millennials and Gen Z now make up two-thirds of buyers, bringing fresh energy and expectations. These digital-first generations demand convenience, transparency, and highly personalized experiences.
- More voices at the table: On average, 13 stakeholders are now involved in a single purchase decision. Add over 10 external influencers, and it’s clear the days of simple, straightforward buying are over. Today’s decisions are collaborative, complex, and far from linear.
B2B buying isn’t just evolving—it’s being revolutionized. Are we keeping up?
B2B Buying Just Got a Lot More Complex—Here’s How to Thrive
The B2B buying landscape is evolving fast, and today’s buyers aren’t just relying on a single path to make decisions. Forrester identified the most significant interactions shaping modern purchases, and the results show that businesses must adapt to a much more dynamic, interconnected process. Here are some top ways buyers are finding answers and making decisions:
- Speaking with product experts to get specific questions answered.
- Using generative AI to explore solutions and make comparisons.
- Connecting with sales reps for personalized guidance.
- Conducting detailed internal research within their organization.
- Reviewing vendor websites, trying free trials, and evaluating NPS scores to build trust.
This mix of tools and interactions underscores how complex and multifaceted B2B buying has become. Buyers are using every resource available to make informed choices, creating both opportunities and challenges for vendors to stand out in a competitive market.
From Buying Groups to Buying Networks
To address this complexity, Forrester introduced the concept of the "B2B buying network." It’s a game-changer. Unlike traditional buying groups, which focus on internal decision-makers, buying networks take it to the next level. They include external influencers, partners, advocates, and even AI tools that now play critical roles in shaping decisions.
These networks are fluid, dynamic, and often unpredictable, requiring businesses to adopt a smarter, more flexible approach. AI tools are no longer just tools—they’re active participants in the buying process. That means organizations need to treat AI agents as legitimate buyer representatives.
How Can Our Business Keep Up?
Thriving in this new reality requires a mindset shift. Here’s how you can adapt:
- Map the Buying Network: Understand all the players—individuals, tools, and influences—shaping your buyers’ decisions, both inside and outside their organization.
- Rethink Investments: Move beyond traditional demand generation. Focus on strategies that align with the buying network and build trust across decision-makers.
- Prioritize Value: Shift from pushing products to enabling buyers. Help them achieve their goals with solutions crafted for their needs.
This isn’t just about selling anymore—it’s about becoming a trusted partner in the decision-making process. To succeed, businesses need to:
- Track buying signals to uncover the full scope of the buyer’s network.
- Connect buyers with external influencers in the ecosystem.
- Build strong partner and customer advocate programs to amplify credibility.
- Provide timely, accurate data to buyers’ AI agents to help them make smarter choices.
Unlocking the Power of Customer-Centricity
Mastering the chaos of modern B2B buying starts with putting the customer at the center of your strategy. Businesses that embrace buying networks and focus on delivering exceptional value can unlock transformational results. Companies that prioritize long-term relationships over short-term wins thrive by building loyalty, trust, and customer success.
What High-Performing Brands Are Achieving
Forrester showcased top brands already succeeding by embracing these strategies, achieving incredible outcomes through what they call "Return on Integration":
- 10–20% more sales opportunities generated from existing customers.
- 5–15% more opportunities uncovered from hidden prospects within the buying network.
- 20–50% improvements in sales efficiency, driving revenue and better resource allocation.
These results show the power of putting buyers first and adapting to the new, interconnected landscape. Failure to evolve could mean falling behind, but those who rise to the challenge can gain a serious competitive edge.
The Bottom Line
The B2B buying process is more complex than ever, but with complexity comes opportunity. Businesses that embrace the rise of buying networks and focus on delivering exceptional value will not only survive—they’ll thrive.
Now’s the time to rethink our approach. Help buyers navigate the chaos, achieve their goals, and make confident decisions. The companies that adapt to this new reality will lead the way, building stronger relationships, driving growth, and setting the standard for the future of B2B sales. Are you ready to thrive?
