Beyond Traffic, Trust: Time To Re-Strategize B2B Engagement
destination CRM, Monday, November 24th, 2025
New tech, heightened expectations, and noisy opinions are shifting B2B buying. Forrester reveals that on average, 13 people are now involved in making a purchasing decision (the range here is actually a lot more interesting!), and they certainly aren't making time for cold calls.
Today's buyers are charting their own information sourcing course more than ever, conducting increasingly deep research before seriously considering a vendor. But what's not growing is buyer confidence-and that's still essential for any significant purchasing decision.
To be confident in a decision, today's buying groups still need to feel comfortable, yet they're increasingly overwhelmed by inputs. They're hopping channels, comparing sources, and continuing to turn to industry voices they've comfortably relied upon. With so many hoops to jump through and inputs to process, it's no wonder that as much as 86 percent of B2B purchases stall before reaching a decision.