2026 B2B Buyer Behavior Report

AI chat is now a mainstream research motion that B2B software buyers actively use to get oriented, compare options, and narrow the field. Deepen your understanding of buyers by knowing the makeup of their buying networks and who they trust. Understanding the buyer’s journey is a key part of building lasting relationships with customers.

By showcasing its brand personality and fostering direct interactions, Slack builds strong connections with its audience and creates a loyal b2b buyer journey community around its product. McKinsey publishes comprehensive case studies that go beyond basic success stories. Leverage subject matter experts to enhance credibility and provide unique insights. Most B2B companies produce content, but very few create content that actually influences buying decisions.

When they do, the buying group doubles in size compared with purchases that do not include such features. Some purchases include generative AI features, which often require additional evaluation and cross-functional input. In the 2025 survey, generative AI tools were the single most cited meaningful interaction type for researching purchases. For renewals and add-on purchases, increasing efficiency and productivity are stronger drivers than they are for first-time buys, according to the report. As a result, buyers are tightening budgets and closely examining both new purchases and renewals. Demand Gen Report found that 50% of B2B buyers use video specifically to help them evaluate purchases.

Common Challenges in the B2B Buying Journey

This high adoption further indicates that today’s buyer is running complex, multi-source evaluations with AI search. They deliberately choose these slower, more thorough output options when the decision matters. When we examined the types of AI chat tools buyers were using to conduct software research, most buyers (44%) told us they default to “Thinking” or “Reasoning” models. While it’s collapsing the top-of-funnel discovery stage, it’s also extending deeper middle and bottom of the funnel actions. This clearly illustrates how and where chatbots are gaining ground in software buying. Comparing vendor strengths and weaknesses is the #1 reason for using AI chatbots in software research, ahead of basic product research, vendor identification, and use case validation.

Gartner predicts three-quarters of all B2B purchases will happen without human sales interaction. From lead generation and channel performance to buyer journey benchmarks and ABM insights. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. At B2B Summit North America, taking place in Phoenix from April 26–29, 2026, Forrester’s analysts will share how AI-driven buyer autonomy is collapsing traditional go-to-market models, what this inflection point means for businesses, and how to thrive in a world where buyers control the journey. “As buying groups expand and decision cycles grow, B2B marketers must develop dynamic, role-specific insights that capture how buyers evaluate risk, seek information, and define success for their business purchase. The changes are part of a broader transition toward more automated, AI-mediated commerce models, where software increasingly supports or replaces traditional sales interactions.

That’s why it’s so critical to understand the buyer’s journey. Tools like HubSpot’s Sales Hub can help marketers segment and qualify leads to identify which prospects convert best, providing data-driven insights to refine buyer personas. Marketers fund video because it drives understanding, purchases, and measurable ROI.

Align journey stages with relevant content and messaging.

Buyers increasingly rely on digital channels to search for products, compare options and validate decisions. That can include AI-driven product discovery, pricing transparency and self-service tools. Nearly seven in 10 B2B buyers prefer to complete purchases without interacting with a sales representative, underscoring a shift toward rep-free, self-directed, digital buying behavior, according to a survey released by Gartner. C-suite leaders remain the most likely to identify as decision-makers, cited by 68% of respondents. Fewer than half cited increased complexity or slower decision-making as significant drawbacks.

As a vendor or seller, your job is to understand it well enough to support your buyers every step of the way. A data compliance software provider could publish an eBook outlining regulatory requirements and how their product helps organizations stay compliant. The B2B buying journey is a complex, multi-stakeholder, largely self-directed process that rewards marketers who invest in content, self-serve tools, and long-form trust-building. Teams that hide pricing or require a demo to understand basic product fit are misaligned with how modern buyers want to buy.

If the team is hesitant about a platform because it feels “too consumer-focused,” ask if the target buyers are using the platform. When prospects see actual results from real people, the value proposition becomes obvious without feeling like a sales pitch. Both consumers and businesses can see a clear connection between using Adobe’s products and success on TikTok, making this a great example of B2B marketing.

• Because when buyers engage then, they’re not browsing.
• Let NinjaPromo create a tailored digital marketing strategy that drives engagement, boosts visibility, and converts leads into loyal customers.
• Your map should capture each touchpoint where prospects interact with your business, from initial awareness through consideration, decision-making, onboarding, and beyond.
• Track assisted conversions, return visits, and conversion paths to understand how SEO supports revenue.
• Our report also includes data visualizations that use reasoning models to uncover insights and provide creative prototypes, accelerating the production process.

This part of mapping out the “new and improved” B2B buyer’s journey closely connects to the previous step. They often narrow their choices by comparing pricing models, customer support options, integration capabilities, and past client reviews. They may read industry reports, attend webinars, consult peers, or analyze competitor strategies to understand the available options.

The key is making participation easy and valuable for them, not just for marketing. It’s worth investing time and money to make sure other businesses can find the business with ease. They place social proof exactly where prospects need reassurance during their research journey.

AI’s Role in Orchestration

B2B customer journey mapping helps you see where your business aligns with customer expectations — and where it doesn’t. Unlike internal process maps, journey maps move the focus outward to capture the customer’s point of view. Its purpose is to help you properly understand how your consumers interact with your company, what they need at each stage, and where they may be disappointed. Despite these obstacles, only 36% of B2B businesses employ customer personas and journey maps to comprehend and enhance the buyer experience. Many buyers find the B2B buying journey daunting; according to Gartner, 77% of B2B buyers believe it is excessively difficult and time-consuming. Get insights, must-know stats, and clever ad strategies straight to your inbox.

The psychology behind peer influence

Consumers value emotional elements, such as branding, trends, and user feedback — resulting in purchases that suit immediate needs rather than long-term strategic objectives. By adding live chat, they cut down on delays at a key point of contact, which makes customers happier and more likely to stick with them. A customer journey map for B2B companies helps simplify complicated processes, provide better experiences, and unite your teams around a common knowledge of the consumer.