Empowering GTM teams with precision demand strategies aligned with how buyers research and make decisions
The B2B playbook is changing. Buyers control their journey, complete research independently, and demand experiences that inform rather than interrupt their process.
INFUSE delivers buyer enablement through proprietary demand generation technology that identifies hidden research activity, engages complete buying groups, and activates omnichannel engagement based on verified buyer behavior.
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What is Buyer Enablement in B2B?
Buyer enablement in B2B empowers business buyers and buying groups throughout their research and decision making journey by delivering the right information, insights, and experiences, on their terms.
Unlike sales enablement that equips internal teams, buyer enablement prioritizes meeting buyers where they research with personalized content and intelligence.
This addresses a critical reality: buyers complete 60 to 70 percent of their solution evaluation independently before vendor engagement. They control timing, conduct peer research, and demand experiences aligned with their priorities.
Buyer enablement transforms GTM strategies by:
- Meeting buyers across digital channels and peer platforms before traditional marketing funnels
- Engaging all stakeholders at target accounts who influence B2B technology purchases
- Delivering personalized experiences calibrated to each stakeholder's role and information needs
- Enabling informed decisions through real-time insights and consultative demand intelligence
- Enhancing ROI by aligning demand generation strategies with buyer preferences for measurable deal progression improvements.
How Does Dark Funnel Identification Work?
Dark funnel identification analyzes billions of digital footprints across research platforms, content networks, and peer review sites to uncover hidden buyer activity before traditional marketing engagement.
The dark funnel represents 60 to 70 percent of the buyer journey that occurs outside vendor visibility. Business and technology professionals research through peer platforms, analyst reports, content networks, social discussions, and competitor comparisons before creating their vendor shortlist.
By the time buyers engage vendors directly, they have already formed preferences and often selected their favorite solution.
INFUSE Technology Transforms Dark Funnel Into Intelligence
- First-party identification and resolution captures buyer activity across 35+ markets, resolving company affiliation, buying group membership, and research patterns indicating active evaluation
- Buying group intelligence connects individual research signals to identify target account stakeholders collaborating on purchase decisions, revealing their distinct priorities and information needs
- Cross-account activity tracking identifies relationships between buyer research, competitive displacement opportunities, and expansion potential within existing accounts
- Real-time intent signals surface behavioral patterns indicating progression from passive research to active evaluation, enabling precisely timed engagement when buyers are receptive
The Buyer Reality: How B2B Buying Changed
Business and technology professionals determine research timelines, evaluation criteria, and engagement preferences without vendor influence.
Research by INFUSE reveals consistent buyer priorities:
- Outcomes over features with proof of measurable business impact
- Efficiency and integration that reduces technology complexity
- Peer validation over vendor claims
- Self-service discovery until evaluation completion
Buying Groups Replace Individual Decision Makers
Engaging one to two contacts per account creates blind spots that stall deals when unengaged stakeholders raise objections.
AI Reshapes Buyer Expectations
The INFUSE Buyer Enablement Approach
INFUSE integrates proprietary technology, verified first-party data, expert strategy, and omnichannel activation to transform how GTM teams identify and enable buyers from awareness to revenue.
The Buyer Enablement Demand Formula
Identity and Resolution
Always-on identification uncovers complete buying groups by analyzing first-party research activity across content networks and peer platforms. Enables targeting based on verified behavior rather than assumptions.
Engagement and Activation
Omnichannel engagement coordinates touchpoints across email, content syndication, targeted display, social, and partnerships. Strategies adapt dynamically based on buying group activity.
Intelligence and Optimization
Real-time analytics surface progression patterns, content performance, and engagement gaps that inform strategic adjustments.
Partnerships and Integrations
Brand-to-revenue integrations connect INFUSE with existing marketing automation, CRM, and analytics platforms, without subscription fees.
Sales Enablement
Dynamic account planning provides sales teams with buying group intelligence, engagement history, and progression insights, enabling consultative conversations aligned with verified priorities.
INFUSE Outlook: Research-Backed Strategies From 2,000+ Revenue Leaders
Our Voice of the Buyer and Voice of the Marketer studies capture insights from over 2,000 global B2B revenue leaders across technology, healthcare, cybersecurity, and channel markets.
What Revenue Leaders Prioritize for 2026
Efficiency Drives Every Decision
No longer driven by growth-at-all-costs mandates, revenue leaders prioritize operational efficiency, ROI proof, and integrated solutions reducing technology complexity. Defensive buying groups scrutinize every investment through measurable outcomes.
AI Integration Accelerates Expectations
Buyers expect intelligent, personalized experiences informed by AI-driven insights. Organizations leveraging AI for buyer intelligence, content personalization, and predictive analytics establish competitive advantages.
Brand-to-Demand Replaces Transactional Tactics
Long-term brand building combined with precise demand activation delivers sustainable pipeline growth. Awareness investments compound over time, creating brand preference before active buyer evaluation.
Buying Group Enablement Becomes Non-Negotiable
Organizations identifying full buying group composition, understanding stakeholder priorities, and coordinating multi-threaded engagement outperform those targeting individual contacts.
INFUSE Expertise Powers GTM Success
The purchase priorities of B2B revenue leaders and strategies to address their needs
Top marketing and sales approaches to achieve success based on behavioral trends
Frameworks from INFUSE strategists, including discoverability-to-revenue and AI applications
Expert commentary from GTM leaders across Outlook editions, including 6sense, Thomson Reuters, and Quantum Metric
Partner With INFUSE Demand Experts
Transform Your Demand Strategy With Buyer Enablement Intelligence
Your consultation includes:
- Current demand approach analysis and buyer engagement gap identification
- Buying group identification for target accounts and ICPs
- Customized strategy recommendations based on proprietary research, as well as research into your target market guided by INFUSE GTM experts
- Investment framework aligned with revenue goals and pipeline requirements
Every INFUSE program includes:
- Proprietary technology platforms at no additional cost
- Dedicated Client Success support, 24/5 across 75+ countries
- Omnichannel orchestration and real-time analytics
- Complete buying group intelligence and identification
Frequently Asked Questions
Why has the B2B buyer journey changed?
AI and automation shifted buyer behavior. Buyers now complete 60 to 70 percent of their evaluation independently using peer platforms and content networks before engaging vendors. They control timing, demand outcomes over features, and expect personalized experiences aligned with their priorities.
How does a buying group work in B2B?
On average, six to 12 stakeholders collaborate to research and approve B2B purchases. Buying groups include executive sponsors, technical evaluators, department leaders, procurement specialists, and end users. Each has distinct information needs and decision criteria requiring engagement throughout the journey.
How do you engage B2B buying groups?
Identify all buying group stakeholders, understand their distinct priorities, and deliver personalized content calibrated to each role. Technology analyzes research activity to verify buying group composition. Omnichannel orchestration coordinates touchpoints based on verified behavior and progression signals.
What is the difference between demand generation and lead generation?
Demand generation creates awareness and enables complete buying groups throughout their research journey. Lead generation captures contact information through forms to build prospect databases. INFUSE demand generation advances this approach by engaging all key stakeholders per account through verified behavior signals, delivering pipeline outcomes rather than contact lists.
What is the dark funnel in B2B?
The dark funnel represents 60 to 70 percent of the buyer journey occurring outside vendor visibility. Buyers research through peer platforms, analyst reports, content networks, and social discussions before creating vendor shortlists. Traditional marketing misses this phase entirely.
How does INFUSE identify dark funnel buyers?
INFUSE analyzes billions of digital footprints across 35+ markets. Technology captures buyer research activity, verifies buying group composition, and tracks patterns indicating active evaluation. Real-time intent signals enable precisely timed engagement when buyers are receptive.
What is the difference between content syndication and demand generation?
Content syndication distributes assets to third-party networks for individual contact downloads. Demand generation enables complete buying groups through dark funnel identification, omnichannel engagement, and buying group intelligence. INFUSE incorporates content syndication as part of a comprehensive, strategic demand generation approach that targets key stakeholders per account, measures quantifiable pipeline outcomes, and ensures verifiable growth beyond mere engagement metrics.
What are the stages of the B2B buyer journey?
The common B2B buyer journey spans awareness (identifying challenges), consideration (researching alternatives), decision (negotiating terms), purchase (contract signature), and retention (implementation and expansion). However, often, modern B2B buyers progress non-linearly, conducting independent research before engaging vendors. Successful engagement requires meeting buyers with relevant information at each stage.
Why is buyer enablement important in B2B?
Traditional sales approaches no longer align with buyer behavior. Buyers demand self-directed discovery and experiences that inform rather than interrupt research. Organizations implementing buyer enablement report reduced sales cycles and higher competitive win rates.
Where can I access INFUSE Outlook research?
INFUSE Outlook is available at outlook.infuse.com. The publication delivers insights from 2,000+ global B2B revenue leaders, including purchase priorities, behavioral trends, and frameworks from INFUSE strategists on brand-to-demand and AI applications.