Forrester’s B2B Marketing & Sales Predictions 2025: More Than Half Of Large B2B Purchases Will Be Processed Through Digital Self-Serve Channels
22 Outubro 2024 - 9:53AM
Business Wire
According to Forrester’s (Nasdaq: FORR) 2025 B2B marketing and
sales predictions, as Millennials and Gen Z buyers drive purchasing
decisions, more than half of large B2B transactions (US$1 million
or greater) will be processed through digital self-serve channels,
including the vendor’s website or marketplace. As a result,
providers will need to shift their focus from spending time on
processing transactions to delivering impactful interactions that
create a positive buying experience.
Forrester’s B2B marketing and sales predictions analyze the
dynamics and emerging trends that B2B organizations need to look
out for in the year ahead. These insights help leaders and their
teams prepare for future challenges and take advantage of new
opportunities to thrive in 2025. Topics include B2B marketing,
sales, and product, as well as business buyer insights.
Highlights from Forrester’s 2025 B2B marketing and sales
predictions include the following:
- CMOs and CSOs will aim to reorganize, but half will fail to
fix what ails them. Only 12% of marketing leaders believe that
their teams’ current organizational design will help them
effectively meet revenue targets over the next year. In 2025, many
organizations will try to address the lack of competency with
reorganizations.
- Half of younger buyers will include 10 or more external
influencers in their purchase. In 2025, more than 50% of
younger buyers will rely on external sources — including social
media as well as their value network — to help make buying
decisions.
- Most enterprises fixated on AI ROI will scale back
prematurely. Leaders are realizing that ROI from AI investments
will take longer than they anticipated. Impatience with AI ROI
could prompt enterprises to prematurely scale back investments,
which would be a long-term disadvantage.
“Generational buying shifts, combined with the rapid rise of
generative AI, are fundamentally altering the B2B buying
landscape,” said Sharyn Leaver, chief research officer at
Forrester. “B2B leaders experimented with AI boldly in 2024, but
their focus will shift to the bottom line. In 2025, leaders must
prioritize improving revenue processes and reorient their growth
strategies around their customers.”
Resources:
- Download Forrester’s 2025 Predictions guides for B2B marketing
and sales leaders, technology and security leaders, and B2C
marketing and customer experience leaders.
- Register to attend Forrester’s webinar covering key B2B
marketing and sales predictions for the coming year.
- Learn how to harness these predictions and discover actionable
tools and frameworks to chart a course to growth at Forrester’s B2B
Summits 2025.
- Visit Forrester’s 2025 Predictions hub to access additional
complimentary resources.
About Forrester Forrester (Nasdaq: FORR) is one of the
most influential research and advisory firms in the world. We help
leaders across technology, customer experience, digital, marketing,
sales, and product functions use customer obsession to accelerate
growth. Through Forrester’s proprietary research, consulting, and
events, leaders from around the globe are empowered to be bold at
work — to navigate change and put their customers at the center of
their leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; and
the shared wisdom of our clients.
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Press Ira Kantor ikantor@forrester.com
Forrester Research (NASDAQ:FORR)
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