Forrester is calling time on old-school B2B sales strategies. According to new research unveiled at B2B Summit North America, buyers have moved on, but most B2B organisations haven’t.
Today’s decision-makers are younger, rely on AI agents for research, and trust influencers and third-party recommendations more than traditional sales outreach.
The report, Buying Networks: Your Buyers’ New Reality, warns that the purchasing process no longer includes only direct interactions between sellers and buyers. Instead, modern buyers operate within expansive networks that include AI assistants, external consultants, industry peers, and digital thought leaders. In this new era, success hinges on engaging not just the buyer but their entire ecosystem.
“Making sense of how today’s buyers buy and meeting their increasing expectations to create sustainable growth requires a complete rethinking of the revenue process. As buyers expand the number of third parties and AI agents they consult in their buying process, providers must adapt by recognising all the key sources involved. Buying networks can help providers and organisations discover, visualise, and understand the entire context of their buyer’s journey — both visible and invisible,” said Srividya Sridharan, event research chair, vice president, and group research director at Forrester.
Buyers trust independent experts more
Winning over external influencers is now critical, as buyers increasingly turn to independent experts rather than vendors for trusted advice. Companies need to build credibility by cultivating relationships with these key voices. At the same time, AI-powered research is changing the decision-making process.
More buyers are relying on AI agents to filter information, which means sellers must structure their digital content to ensure these automated assistants deliver the right details.
Companies also need to deploy AI agents of their own. Virtual assistants and chatbots should be equipped to handle complex buyer queries, remember past interactions, and guide prospects through the purchasing process. Meanwhile, businesses that sell through partners need formal advocacy programmes to expand their influence across indirect channels.
The era of cold calls and one-size-fits-all pitches is over. It’s time to engage with the entire buying network.