The B2B buying process is undergoing a seismic transformation. Today’s marketers are facing a new reality—where purchasing decisions are often made long before a sales conversation ever begins. In fact, a staggering 81% of B2B buyers select a vendor before speaking to a salesperson.
In this environment, generating leads is no longer enough. Marketing teams are now charged with a broader mission: navigating complex buying committees, enabling confident decisions, and staying ahead of the growing influence of AI in the buyer’s journey.
The message to marketers has never been more urgent or more clear: now is the time to evolve.
This theme echoed throughout Forrester’s B2B Summit, held earlier this month in Phoenix, Arizona—a must-attend event often dubbed the “Super Bowl” of B2B marketing and sales. Industry leaders, innovators, and changemakers came together to share insights, strategies, and the future direction of B2B marketing.
To unpack the most impactful takeaways from the event, B2B thought leader Katie Martell sat down with Dara Such from Marketing Vogue. Their conversation spotlighted the evolving expectations of today’s buyers, the shifting dynamics marketers must navigate, and the forces reshaping decision-making across the B2B landscape.
