The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises

Summary

The episode examines how heightened economic uncertainty and the rise of generative AI are reshaping B2B purchasing, with buyers demanding verifiable proof over promises. Key findings from Forrester’s 2026 Buyers’ Journey Survey reveal that 94% of buyers use AI but cross‑check its output with trusted peers and analysts, buying groups have expanded to an average of 13 internal and nine external stakeholders, procurement now influences over half of decisions, and more than 60% of buyers require trials before committing. Providers are advised to map these complex networks, align messaging with validated outcomes, and leverage concrete trial results to win over risk‑averse buyers.