Three Realities About B2B Buying Networks 

B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, peers, and increasingly, AI tools, long before they ever talk to a provider. And when they are ready to engage with a provider? They arrive with opinions, preferences, and shortlists already forming.  

A large circle on the left displays the number 13 labeled as ‘inside,’ representing internal purchase influencers, and a smaller circle below shows the number 9 labeled as ‘outside,’ representing external influencers. On the right, a pie chart sits next to the statistic ‘73% involve three or more departments.’ The background features a green gradient with abstract wave patterns.

The reality: you’re not selling to an individual; you’re selling to their entire network. And providers who recognize, map, and support that network earn earlier visibility, stronger trust, and better long-term outcomes. Providers need to know three things about today’s buying networks: 

  • External influencers shape early direction. External experts, peers, communities, and user groups increasingly shape buyer thinking — often before a provider is even on the radar. Identify the influencers who matter most to your audiences and equip them with credible value stories and proof points.  
  • AI is the new discovery layer. GenAI is now a first-stop research tool for many buyers. Ensure your narrative is clear, consistent, and easy for AI systems to interpret — or you run the risk of not appearing at all. 
  • The buying network doesn’t end at purchase. When buyers become customers, the buying network doesn’t disappear. As customers consider renewal and future purchases, they will rely on a vast network of associates that will shape adoption, satisfaction, and expansion. Understand how roles evolve post-purchase to strengthen retention and proactively identify growth opportunities.  

The buying landscape isn’t just evolving — it has transformed. Savvy B2B leaders will recognize the power of the buying network and see it as a growth advantage. Providers that understand and engage the entire buying network across all customer lifecycle phases gain a measurable competitive advantage: stronger buyer confidence and trust, clearer differentiation, and revenue growth. 

To go deeper with a practical, illustrative example of a buying network in action, Forrester clients can access this report: Master The Buying Network To Influence Customers Across Their Entire Lifecycle. And, if you would like to have a more detailed conversation with me, you can request a guidance session or inquiry — let’s chat!