If you couldn’t make it to Phoenix for this year’s Forrester B2B Summit, check out our bite-sized breakdown of Barry Vasudevan’s keynote to get up to speed. As Forrester’s VP and Principal Analyst, Barry set the tone for the week with a sharp take on how AI is reshaping the B2B buying landscape—and one insight is already changing how we think about the future of marketing and sales.
According to Forrester, generative AI is now the second most impactful source of information in B2B buying—just behind product experts and ahead of sales reps.
Let that sink in.
AI is no longer just a tool for marketers—it’s now one of the most trusted sources buyers turn to for insight. It’s shaping vendor shortlists, comparing solutions, analyzing risks, and validating decisions— often before a human conversation even begins.
This is a big shift, and it raises an even bigger question:
If AI is now part of the buying committee, how do we make sure we’re part of the conversation?
Introducing the B2B Buying Network
To help make sense of this shift, Barry introduced Forrester’s B2B Buying Network model during his keynote. It reflects what many of us have already felt—that B2B buying no longer follows a straight line. It’s no longer one decision-maker, one funnel, or one sales path. Instead, buyers are influenced by a network of voices, data, and tools.
That includes:
• Internal stakeholders (Forrester says an average of 13 people are involved)
• Analysts, partners, and social influencers
• Peer references and customer success stories
• Resellers and channel partners
• And now, generative AI—interpreting and summarizing the rest
Vendors are still in the picture—but as Barry reminded us, they’re just one part of a larger network influence. Even with more tools and data, 81% of B2B buyers say they’re dissatisfied with the experience. That’s the opportunity.
Why This Matters to Every B2B Brand
When buyers turn to generative AI for insight, they’re not just gathering facts—they’re shaping their preferences.
That means your message, your positioning, and your value prop need to show up clearly and consistently—not just for people, but for the machines they consult.
It’s no longer just about delivering a strong pitch. It’s about making sure your brand is discoverable, understandable, and defensible—even in moments you don’t directly control.
As AI increasingly guides purchase decisions, trust becomes the last competitive advantage—and brands must show up consistently across human and machine touchpoints.
How Smart B2B Teams Are Responding
What we’re hearing on-site echoes a broader trend across B2B marketing:
1. Map the full buying network. Understand who’s involved and who influences your deals—internally and externally.
2. Support the entire journey. Buyers often begin before you ever see a form fill. Influence starts earlier and farther upstream.
3. Think beyond the sales conversation. Enable advocates, partners, and AI tools with the right stories, proof points, and data.
How Smart B2B Teams Are Responding
If there’s one clear takeaway emerging from the week, it’s this: B2B leaders need to rethink how they engage—not just with buyers, but with the entire network influencing their decisions.
We’ll continue sharing standout insights from across the Summit—but this one reframes the conversation entirely.
Because if AI is now part of your buyer’s circle of influence—how are you earning your place in it?