B2B buying is being reshaped by economic volatility, genAI adoption, and buyers’ heightened scrutiny of business value. Buyers rely heavily on AI but reach out to external sources to validate its output. Buying groups are becoming larger and more collaborative, procurement is growing more influential, and trials are emerging as essential to reduce risk. Providers must demonstrate deep understanding of buyer needs and prove long-term value. In this report, we explore data from Forrester’s Buyers’ Journey Survey, 2025 to dig deep into shifting B2B buying dynamics and behaviors and other related findings — and their implications for providers.