Forresters 2026 B2B Marketing, Sales, And Product Predictions

Unlike B2C, where purchases are mainly for personal use, B2B involves buying for teams within an organization or sometimes for org-wide use. The teams closing faster aren’t guessing; they’re listening. Learn how Wrike's top performers leverage product experiences for success. Map your content like a narrative—what needs to be seen first to build interest, and what should follow to deepen understanding?

It is also important to include other players in the value chain who play a role as buyers navigate the path to purchase. People sometimes fall into the trap of listing requirements at stages of the journey (like well-known brand and competitive pricing), as opposed to touchpoints that shape the journey. Usually numerous stakeholders are involved—the roles of whom vary widely by industry vertical and size of organization. If you’re keen to learn more about our product, book a demo.

Unlike in B2C, where a single person can make a spontaneous purchase, B2B buyers move through stages with intent, deliberation, and internal consensus. It’s a complex, multi-stage process that involves research, collaboration, risk assessment, and (often) a long list of decision-makers. The B2B buyer’s journey isn’t a straight line. Still, ultimately, the answers to these questions will provide a robust foundation for your buyer’s journey. So, what should salesfolks do when they’ve arrived to this stage of the buyer’s journey?

What Forrester has learned about AI in B2B buying

A customer journey map is a customized version of the buyer’s journey that shows how a brand interacts with prospects during each phase. Manually enroll prospects in SPOTIO AutoPlays to run proven closing sequences — reps get prompted through each step so follow-through is consistent, not accidental. However, the complexity of modern solutions—specifically those involving AI—requires earlier expert validation. Embrace the complexity, focus on what you can control, and guide your prospects through every stage of their journey. While these complex discussions unfold on their side, your role is far from passive. Positive experiences shared through case studies resonate deeply, driving advocacy and fostering a community where success is shared.

B2B Buyer Behavior and Video Engagement Statistics

B2B companies need to build on their current and new buyer relationships. With it, you can reach prospects ready to buy and offer them the perfect solution before your competitors do. Intent data for digital marketing plays a big role in the awareness stage. When companies start searching for solutions like yours, it’s called intent.

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Because when buyers engage then, they’re not browsing. Engagement declines as buyers shift into wrap-up mode and defer evaluation until the following week. Demo engagement follows predictable behavioral patterns, and the best send times depend on whether you’re optimizing for volume or intent. If you want demos and follow-ups to be b2b buyer’s journey opened, watched, and acted on, timing isn’t a tactic—it’s a multiplier.

How Growth Method Helps You Optimise the Gartner B2B Buying Journey

They’re committing more resources to YouTube, Instagram, and TikTok to use visual storytelling to appeal to business buyers. Surveyed marketers share that they’re focused on those popular Gen Z channels for B2B content. Brands that target these groups quickly learn the power of that connection.”

Use industry-specific proof, messaging, and use cases so target accounts see themselves immediately. Your site needs to speak to different roles with different priorities, without fragmenting your message. Publish original research, benchmark data, templates, and insights that become go-to resources in your space. Use case studies, benchmarks, and process breakdowns that show how results happen and what success looks like.

In the next section, I’ll break down the key differences between the two journeys so you can modify your sales strategy accordingly. They go through a specific process to become aware of, consider, and evaluate a new product or service before purchasing it. In this post, I’ll cover everything you need to know about the buyer’s journey, what it looks like in B2B versus B2C spaces, and how to apply it to your sales cycle. 70% of B2B customers repurchase within 12 months if they receive personalized follow-ups Post-purchase NPS scores are 30% higher for B2B companies with proactive support B2B buyers spend 2x as much time with personalized content (e.g., tailored case studies) as generic content (Terminus)

• Email is the way to go, with 75% of B2B companies reporting strong ROI from email marketing alone, while just 3% see negative returns.
• It’s all too easy to choose specific strategies, like social media marketing and content marketing, without a strategic approach.
• Most B2B companies use social as a top-of-the-funnel marketing channel, disconnected from the rest of the business strategy.
• B2B buying behaviour is shaped by research, digital fluency, and a demand for personalised, efficient experiences.

Case studies, customer stories, peer validation, and employee advocacy content help buyers confirm their shortlist. If you want to put these statistics to work, book a free strategy session and we’ll map video to your specific goals. The teams that win in 2026 aren’t the ones producing the most video, they’re the ones producing the right video for each stage of the buyer journey, backed by a system that keeps cost per asset falling.

The buyer’s journey prioritizes converting potential customers into paying ones. As the buyer’s journey and the customer’s journey are separate processes, they have different goals. The buyer’s journey is the process in which a potential customer goes through before making a purchase decision. If you want to know why the buyer’s journey and the customer’s journey are disparate, this understanding begins with having clarity on how each journey is actually defined. Conversely, the B2C buyer’s journey takes a more rigid, non-negotiable approach to pricing and negotiation.