• Three Realities About B2B Buying Networks B2B buying is more chaotic than it’s ever been - and buyers feel it. • According toForrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. • As a result, buyers tap colleagues, communities, peers, and increasingly, AI tools, long before they ever talk to a provider. • And when theyareready to engage with a provider? • They arrive with opinions, preferences, and shortlists already forming. • The reality: you’re not selling to an individual; you’re selling to their entire network.
Article Summaries:
- Forrester’s 2025 Buyers’ Journey Survey shows B2B purchasing has become highly fragmented: 73 % of deals involve three or more departments, with an average of 13 internal and nine external stakeholders shaping decisions before a vendor is even considered. Buyers now use generative AI as their first research tool and arrive at the vendor with pre‑formed opinions and shortlists. The article argues that success depends on mapping and engaging the entire buying network-external influencers, AI‑driven discovery, and post‑purchase relationships-to build trust, differentiate, and unlock revenue growth.
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