Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2025 to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve engagement with buyers and help them make better buying decisions.Target audience level: all levels

Join host and Forrester analyst Barbara Winters and your peers to learn how business buyer journeys are changing and what vendors can do to modernize their sales and marketing strategies in a world driven by AI search and demanding, distrustful buyers.  This conversation will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion: Have your sales conversations changed in the last two years based on buyer's expectations? What are the most important third-party sources of information your buyers use to validate your offering? How do you communicate business value? Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.