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 is that you’re not selling to an individual but to their entire network, and providers that 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 that 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!