According to Forrester’s latest report, more than 50% of large B2B transactions (valued at $1 million or greater) will be conducted through digital self-serve channels by 2025. This trend highlights a significant shift as Millennials and Gen Z buyers increasingly influence purchasing decisions. Businesses must adapt quickly to provide a seamless buying experience on their websites or marketplaces.
The Changing Landscape
Forrester’s predictions emphasize the need for B2B organizations to focus less on traditional transaction processing and more on creating impactful interactions. As generational buying behaviors evolve, the focus will shift toward delivering value-driven experiences that resonate with tech-savvy buyers.
Key Insights for B2B Leaders
- Reorganization Challenges: CMOs and CSOs are likely to undergo significant restructurings, yet only 12% of marketing leaders feel their current design can meet revenue targets. This calls for a strategic overhaul to drive effective performance.
- Influence of External Sources: Over 50% of younger buyers will rely on at least 10 external influencers during their purchasing journey, including social media and their value networks, making influencer marketing crucial.
- Caution with AI Investments: While excitement around AI ROI remains high, many enterprises risk scaling back too soon. B2B leaders are encouraged to maintain patience as they navigate this complex era.
“Generational buying shifts, combined with the rapid rise of generative AI, are fundamentally altering the B2B buying ecosystem,” stated Sharyn Leaver, Chief Research Officer at Forrester. Leaders must prioritize customer-centric growth strategies moving forward.
Next Steps for Businesses
For further insights, download Forrester’s 2025 predictions guides and register for their upcoming webinars. Equip your organization with the necessary tools to succeed in the evolving B2B marketplace.
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