140+ Sales Statistics 2026 Update
Content
.jpeg)
Organic reach for company pages has cratered to around 1% of followers, down from 7% just a few years ago. Prioritize personal brands over company pages. B2B buyers go through complex journeys with multiple touch points, but 67% of B2B marketing teams still rely on last-touch attribution.
- LinkedIn remains the primary distribution channel for B2B video, and nearly two-thirds of companies report acquiring new customers through the platform.
- Understanding which touchpoints most influence purchasing decisions allows you to allocate your budget and team resources more effectively.
- Consider what you can offer prospects that your competitors can’t.
- Anyone can now research anonymously, and you may not even realize they’ve engaged with you until they’re ready to talk.
- Product experiences are the key to modern B2B buying, giving prospects hands-on access to your solution before they ever speak to sales.
This growing trend highlights how the next generation is shaping smarter, tech-savvy buying habits that businesses must adapt to to stay relevant. Enterprise buyers handling purchases over £100k are b2b buyer’s journey more open to using AI, 39% use it “a little bit,” compared to 30% of all buyers. This suggests that tools can help uncover insights faster and help prospects make smarter decisions.
.jpeg)
Join our community of lifelong-learners (10,000+ marketers and counting!) And yet, a lot of B2B sites still act like they’re trying to win a design award instead of a deal. Ensure key pages load fast, read cleanly, and convert smoothly across devices. Make the value proposition immediate and reinforce it with proof and specificity. Focus on keywords and page types that align to active evaluation and buying motion.
.jpeg)
How to Create a B2B Buyer's Journey Map
.jpeg)
In the B2B buyer’s journey, marketing and sales efforts often hyperfixate on relationship-building, education, and value-driven content (i.e., case studies, webinars, email nurturing, etc.). Typically, the B2B buyer’s journey is longer and more complex than the B2C buyer’s journey. The B2B buyer’s journey and the B2C buyer’s journey may sound the same, but, in practice, they’re entirely different. Gartner research shows B2B buyers spend 27% of purchase time researching independently online, 75% prefer a rep-free experience, and 77% describe their most recent purchase as complex or difficult. Reviews, case studies, competitive comparisons, and reference customers all play a role.
Stages of the Journey
This “compressed” B2B buyer journey places immense pressure on small businesses to be visible and credible from day one. Economic uncertainty has also played a role; 49% of buyers report shortening their cycles to secure budgets before potential cuts. While it can be considerably easier in some cases, in industries such as large enterprises, this level of complexity is typical and should be anticipated. Stakeholders may also request additional information during this phase, such as references, case studies, and adherence to security and compliance standards. You can enhance their journey by running targeted ads, maintaining proactive communication, and delivering ongoing value through insightful resources. A data compliance software provider could publish an eBook outlining regulatory requirements and how their product helps organizations stay compliant.
What Forrester has learned about AI in B2B buying
If 91% of businesses use video, differentiate instead of just participating. Browse our B2B video portfolio to see how brands turn these formats into pipeline. Buyers reach for explainer video first when learning a product. Marketers fund video because it drives understanding, purchases, and measurable ROI. These numbers explain why B2B companies keep protecting and growing their video budgets.
In this section, we examine how modern buyers engage with interactive product experiences across sales-led shares, follow-up embeds, and website-hosted content. MNTN’s platform helps by aligning Connected TV advertising campaigns to key engagement and conversion points. Using G2's AI Custom Research (AICR) solution, we conducted interviews with 39 B2B software marketers globally, exploring their experiences with the rise of AI-driven search and how they’re adapting to this shift. The mistake most B2B teams make is creating "social content" instead of content that serves specific buyer needs at specific stages. For instance, during the consideration phase, provide case studies or demos that are specific to the industry. 72% of Dutch B2B companies invest in online marketing.
Jen is Cosmotality's science expert and a passionate beauty blogger with an affinity for beauty molecules. Having a credible background in biochemistry, her keen insight into ingredients and their effects on skin has positioned her as an authority in the beauty blogging sphere. Her approach blends scientific understanding and aesthetic appeal, offering her followers both a learning experience and beauty inspiration. Guiding through the labyrinth of beauty products with her practical advice and unbiased reviews, Jen ensures everyone benefits from natural and scientific skincare approaches.
Her love for beauty and skin care science doesn't stop with blogging; Jen frequently conducts beauty webinars, sharing on-trend products and the latest skin science research. In her eyes, knowledge truly is the ultimate beauty secret. Her inspirations stem from a desire to demystify beauty jargon, making science-backed beauty accessible to all.