B2B organizations are struggling to keep pace with today’s buyers, who are younger, more reliant on AI-driven research, and increasingly influenced by third parties and industry experts. According to Forrester’s latest research, Buying Networks: Your Buyers’ New Reality, unveiled at Forrester’s B2B Summit North America, these behavioral shifts are disrupting traditional go-to-market strategies.

Beyond changing buyer preferences, B2B leaders also face mounting pressure to drive growth and profitability amid economic and geopolitical challenges. The solution? A complete transformation of revenue processes to reflect the complex purchasing dynamics of modern buyers.

The Rise of B2B Buying Networks

Today’s business purchases are driven by buying networks, which extend beyond internal decision-makers. Buyers rely on a diverse group of constituents, including:

• Internal buying groups within their organizations.

• External influencers who offer insights and firsthand experiences.

• AI-powered agents that gather and synthesize information.

• Customers and partners who provide recommendations and validation.

Forrester’s research underscores that understanding and influencing these networks is critical for B2B providers looking to build trust, increase sales, and sustain long-term growth.

Strategies for Engaging Buying Networks

To navigate today’s complex B2B buying landscape, Forrester recommends that providers adopt the following best practices:

1. Establish Stronger Ties Between Buying Groups and Influencers

• Buyers increasingly seek third-party validation from industry experts.

• Providers must engage in thought leadership programs to educate and influence these key figures.

• Establishing trust with influencers can help build positive consensus within buying groups.

2. Optimize AI Agents for Accurate Buyer Support

• Many buyers rely on AI-driven research assistants to gather product insights.

• Providers must ensure their website content is optimized for AI-based search, making it easier for AI agents to deliver accurate and relevant information.

• Treat buyer AI agents as extensions of the buying group, equipping them with structured, easy-to-parse content.

3. Deploy AI Agents for Self-Service Buyer Engagement

• Buyers increasingly expect instant, personalized interactions with vendors.

• Providers should implement AI-powered chatbots capable of:

  • Retaining conversation history to provide seamless interactions.

  • Answering follow-up questions in real time.

  • Supporting multiple languages and delivery channels.

4. Develop a Partner Advocacy Program

• Strategic partnerships play a crucial role in influencing buyer decisions.

• Providers should create formal advocacy programs that:

  • Equip partners with the right tools and messaging to advocate effectively.

  • Extend brand influence through trusted third-party endorsements.

Rethinking the B2B Revenue Model

As buying networks grow in complexity, B2B providers must adapt their strategies to remain relevant. Forrester’s research highlights the need for greater visibility into the full buyer journey, including AI interactions, third-party influence, and partner engagement.

By aligning with these networks, B2B organizations can foster trust, improve engagement, and drive sustainable growth in a rapidly evolving marketplace.