How B2B buyers actually decide in 2026 — where they research, who they trust, and what they read before a first call.
Forrester's State of Business Buying shows 81% of B2B buyers are dissatisfied with their chosen vendor and 86% of B2B purchases stall before close.
Forrester's B2B Summit 2026 finds 68% of B2B buyers already have a front-runner vendor chosen before the formal purchase process even begins.
Sep 7, 2026G2's 2026 Evaluation Maze report finds 51% of B2B buyers now start research in an AI chatbot, not a search engine, compressing the discovery phase.
Sep 6, 2026New research shows 94% of B2B buyers now use LLMs during vendor evaluation, pushing more of the journey into channels no marketer can track.
Aug 31, 2026Gartner's 2026 data shows 69 percent of B2B buyers now call a rep to validate AI-generated insights. The first sales call has quietly changed job description.
Aug 30, 2026The B2B buying committee behaves less like a formal body and more like one of many loose influencer networks, per Corporate Visions' new 2026 research.
Aug 29, 2026Consensus's new 2026 buyer report finds hidden stakeholders discovered after a shared demo convert at twice the rate of the first recipient.
Aug 28, 202656% of B2B teams now chase new accounts by targeting whole buying committees at once, new 2026 benchmark data on ABM strategy shows plainly.
Aug 26, 2026G2's 2026 Buyer Behavior Report finds the evaluation stage has overtaken research as the longest part of B2B software buying, driven by CFOs.
Jul 31, 202658% of B2B SaaS firms now run a hybrid GTM motion blending self-serve and sales, and most plan to expand that investment even further this year.
Jul 30, 2026B2B buyers increasingly fact-check AI research before trusting it, as confidence in vendor content falls even while AI-assisted research rises.
Jul 28, 2026A new survey finds 87% of B2B marketers call their intent signals unreliable or inflated, and intent signal reliability now separates real pipeline from noise.
Jul 27, 2026