You need to transform your go-to-market approach now to embrace the upsurge in AI agents and external influencers that shape today’s B2B buying decisions. Today’s buyers are changing; younger generations (Millennials and Gen Z) now dominate B2B purchasing, relying heavily on third-party influencers and AI agents.
This Forrester report reveals how forward-thinking organizations are moving beyond buying groups to understand the complete ecosystem of internal and external individuals influencing purchase decisions.
This Forrester report shows:
- How to identify and engage with the right buying network participants
- Strategies to create a “network effect” of increased awareness and trust
- Ways to facilitate connections between buying groups and external influencers
- Techniques to ensure AI agents deliver accurate information about your offerings
