Forrester Research has released its State of Business Buying, 2024 report, revealing significant friction in the B2B purchasing process. With 86% of B2B purchases stalling before completion and 81% of buyers dissatisfied with their chosen providers, the study points to inefficiencies that frustrate both buyers and sellers. Tight budgets, the growing role of artificial intelligence (AI), and lengthy decision cycles are among the factors compounding the complexity of these transactions.
The findings underscore the urgency for B2B providers to rethink their approach. Buyers increasingly rely on self-service tools and autonomous interactions but still expect providers to anticipate their needs, collaborate effectively, and address their organizational challenges.
Industry Implications
B2B marketing and sales teams face growing pressure to adapt to a buyer-driven landscape. Forrester’s data highlights that an average of 13 stakeholders are involved in a single purchase decision, with nearly 90% of these purchases requiring cross-departmental input. As the buying group size expands, aligning messaging and solutions to meet diverse organizational priorities becomes crucial.
Another critical trend is the accelerating use of generative AI in purchasing decisions. Nearly 95% of buyers expect to use generative AI tools to inform their buying process within the next year. Forrester recommends that providers adjust their strategies to accommodate these tools, ensuring seamless and consistent experiences across all buyer touchpoints.
Amy Hayes, Forrester’s Vice President and Research Director, describes the current buying landscape as “mayhem,” noting that buyers are reconsidering how they engage with vendors. She stresses the need for providers to prioritize buyers’ needs, saying:
“Providers must ignite action and put buyers first to create meaningful experiences.”
Forrester’s Recommendations
Forrester’s recommendations for addressing these challenges include:
Supporting Decision-Making Groups: With large and varied buying groups involved in purchases, providers must tailor their go-to-market strategies to reflect these complexities.
Leveraging Influencer Networks: Buyers often consult external sources before finalizing decisions. Building strong influencer relationships can enhance providers’ credibility.
Optimizing for AI-Driven Interactions: Generative AI tools will increasingly shape how buyers evaluate products and services. Providers must ensure their campaigns and materials are AI-friendly to remain competitive.
Upcoming Summit to Explore Solutions
Forrester plans to explore these issues further at its B2B Summit North America, scheduled for March 31–April 3, 2025, in Phoenix and online. The event will feature over 50 sessions, offering guidance for marketing, sales, and product leaders to navigate the evolving B2B landscape. Topics include leveraging AI tools, improving buyer satisfaction, and redefining outdated go-to-market strategies.
The report is part of Forrester’s ongoing Buyer Insights series, which provides detailed data on buyer preferences by industry, region, and other demographics. These insights aim to help marketers and sales teams make informed decisions about their campaigns, messaging, and product development.
A Wake-Up Call for B2B Marketers
The findings are a wake-up call for B2B marketers who may underestimate the dissatisfaction and decision fatigue experienced by their target audiences. With nearly nine in ten purchases stalling, providers must work harder to simplify the process and align with buyers’ expectations. As AI takes on a larger role in decision-making, teams must adapt their strategies to remain visible and relevant in an increasingly automated evaluation process.
Forrester’s research highlights a broader shift toward buyer empowerment in the B2B space, challenging providers to deliver more collaborative, data-driven, and responsive experiences. For marketers, the message is clear: understanding and meeting buyers where they are will be the key to long-term success.