Introduction
Our third annual INFUSE Insights Voice of the Buyer report explores the continued defensive stance taken by B2B buying groups and the new, urgent need to optimize existing solutions and minimize risk.
To put it bluntly, in 2025, organizations are prioritizing cutting fat over growing revenue.
Our research also signals that buyers will focus on operating efficiency as a new form of innovation when purchasing technologies (with a clear focus on AI and application migration). While optimistic about the year ahead, decision makers are focused on streamlining processes and maximizing outcomes.
Audience overview
Audience profile
Industry
Seniority
Annual revenue
“B2B buyers are recalibrating their approach, favoring qualified expertise and efficient solutions that address real needs over expansive, high-risk tech investments. For vendors, this is a call to engage through rich, buyer-led journeys that truly enable and resonate with today’s cautious buyers."
Alexander Kesler
Founder & CEO
INFUSE
Goodbye growth at all costs; hello innovation through efficiency
While growth has always been and will continue to stand as the central tenet of businesses and GTM teams, it is how this growth is achieved that has shifted considerably since we conducted the survey last year.
In 2025, organizations will focus on their core mission by prioritizing innovation through efficiency, going after precision tactics to win market share, restarting merger and acquisition (M&A) cycles to buy smaller “tuck-in” companies, and co-creating with partners and clients.
Operational efficiency is the main driver for 2025 purchases
Top investment drivers in 2024 were:
68.3%
New business opportunity requirements
50.2%
Compatibility with tech stacks
49.8%
Current vendors not meeting business needs
