current
Digital-First B2B Buying
B2B buying is increasingly digital, demanding personalized, omnichannel experiences.
Timeframe
immediate
Categories
Impact areas
Detailed Analysis
The B2B buying landscape has undergone a significant shift towards digital channels, driven by digitally fluent buyers who expect the same level of sophistication in their professional interactions as they experience in their consumer lives. This trend is fueled by the growing influence of millennials and Gen Z in buying teams, who are accustomed to seamless online experiences and self-service research. As the report states, "Today’s B2B buyers, primarily millennials and Gen Z (75% of buying teams by 2024 according to Forrester), are tech-savvy, digitally native, and demand seamless online experiences."
Context Signals
75% of buying teams will be millennials and Gen Z by 2024 (Forrester)
70% of the buying process occurs before direct buyer-seller interaction (6sense)
80% of B2B sales interactions will occur digitally by 2025 (Gartner)
Edge
The increasing reliance on digital channels will create opportunities for B2B brands to leverage AI and data analytics for hyper-personalization and predictive marketing.
The shift towards self-service research necessitates a focus on providing valuable content and resources that empower buyers to make informed decisions independently.
