Forrester: The State Of Business Buying, 2026

But it’s challenging news, because operating budgets are scrutinized for return on investment. AI is driving a new level of growth in software investments as companies shift from experimental to operational spending. More than ever, software sellers need to personalize their go-to-market (GTM) tactics to connect with ever-changing buyer personas, sentiments, and behaviors.

The buyer’s journey accounts for all the steps a customer takes to move from discovery for a product to purchase. Still, some companies have managed to attract thousands, if not millions, of viewers to their videos through high-quality content and a deep understanding of the app. Roughly 47% of surveyed marketers said they agree they have a clear understanding of AI’s role in their strategies and that they can measure AI’s impact accurately. Surveyed marketers share that they’re focused on those popular Gen Z channels for B2B content.

53% say their software research is more productive with AI search than with traditional search. Buyers haven't abandoned traditional search — 80% still use Google somewhere in their buying journey — but they increasingly see it as a complementary function rather than an essential one. Of B2B software buyers start their research with an AI chatbot more often than Google. More than half of B2B software buyers now say they start their research with an AI chatbot more often than Google. Nearly two-thirds of buyers now spend 6+ hours per week using AI chatbots for work, and over 40% self-identify as power users leveraging them daily. More importantly, half (51%) now start their software research with an AI chatbot more often than Google.

To effectively measure marketing efforts, use HubSpot’s Marketing Analytics software. Knowing where the business stands helps cultivate a consistent brand image, regardless of channel. With that information, businesses can better choose the best channels.

Align journey stages with relevant content and messaging.

Both look to software review sites to check their work before taking their next action. During your most recent software eval, did an AI chatbot influence the software vendor you ultimately selected? When using AI chatbots for software research, how has AI affected the speed of your purchasing decisions?

Identify all potential touchpoints.

So, think full-funnel when you’re posting on LinkedIn, not just top-of-funnel. This addition comes with the introduction of LinkedIn’s Company Intelligence API, which means that Dreamdata pulls more company-level insights (including paid and organic impressions). In other words, a conversion isn't always a stronger signal than an engagement, it’s just b2b buyer journey a different one. You need to stay present across the entire buying journey.

• But too often, your teams act like they’re on three different ones.
• Consideration-stage leads are 5x more likely to convert when targeted with case studies
• 80% of B2B buyers in the decision stage research pricing models (tiered, usage-based) before deciding
• In reality, they’re one of the most expensive motions in revenue.

Identify Your B2B Target Audience

The ROI isn't just found in the budget; it’s found in the calendar. Demo automation isn’t just a modernization play, it’s how teams shift from a reactive cost center to a scalable efficiency engine, driving growth without adding headcount or friction. In reality, they’re one of the most expensive motions in revenue.

Shifting further toward rep-free experiences for B2B buyers

A steady 38% view rate shows buyer engagement has stabilized, even as deal complexity increases. View rates help to understand the engagement or interest level in DemoBoards across different segments and time periods. Time-to-view isn’t just a metric; it’s intent in motion. When buyers engage quickly, it’s often because the demo has landed at the right moment, aligned to an active conversation, internal urgency, or an impending decision. ” We break down how demo automation and orchestrated engagement strategies create the conditions for momentum to build—converting passive interest into predictable revenue motion.

Offer guides and benchmarks early, case studies mid-funnel, and demos or pricing for decision-stage traffic. Discover how Sopro helps hundreds of businesses sell more. This generational shift in technology is reshaping how B2B purchases are made, pushing businesses to adapt and innovate faster than ever.

Top 10 B2B buyer statistics and insights

It’s not so different from typical consumer marketing, and I’ll go over everything you need to know so you can create an effective B2B marketing strategy. HubSpot’s customers are other businesses, not individual consumers. B2B marketing is the process of promoting and selling products or services to other businesses rather than individual consumers. This guide covers proven methods, real examples, data-backed trends, and expert insights to help build an effective B2B marketing strategy in 2026. Marketing to businesses differs from marketing to consumers, which is why B2B marketing requires distinct strategies.