It is clear that B2B buying changed in 2020.

When working norms undergo such massive transformation as they did during a pandemic year, so do the ways that individuals consume information, communicate with their peers, and make decisions.

Change has been rapid, and it may also be permanent. Only one in five B2B buyers are hoping for a return to direct in-person sales according to McKinsey, and despite forecasts as far ahead as 2025, the Pew Research Center assures us that nobody wants to return to business as usual.

As buyers embrace new ways of doing business, now is the time to re-examine lead generation based on a few crystal-clear modern trends that have emerged.

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Latest Insights

Case Study

Copy of INFUSE Boosts Veeam’s Pipeline Performance During Buyer Model Shift

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INFUSE Insights Report: Voice of the Buyer 2025

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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 reven
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INFUSE Insights Report: Voice of the Marketer 2025

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Our third annual INFUSE Insights Voice of the Marketer report breaks down the key drivers of change in B2B demand-to-revenue marketing. As buyer scrutiny and defensive buying groups reshape the buyer’s journey, marketers are at the forefront of crafting innovative buyer-led strategies that
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The Healthcare Challenge: Balancing Security and AI in 2025

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Security has long been a top priority for healthcare organizations—a trend that is not expected to change given the prevalence of cyber threats. However, as technology purchases continue to increase in complexity, healthcare organizations are now refocusing on operating efficiencies to imp
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How to Activate Demand Strategies with AI in 2025

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Artificial intelligence continues to drive a fundamental shift in demand generation. As AI passes the peak of its hype cycle, GTM teams have become increasingly cautious with respect to its adoption, as evidenced by the influx of new roles and departments throughout 2024. 71% of leaders no
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Buyer Advocacy: How to Engage Your Defensive Buying Groups

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It is clear that B2B buying groups are now self-reliant in the early stages of their buyer’s journey, often progressing independently before engaging with sales teams. While they still rely on sales support later in the funnel, today’s buyers value a self-paced approach, allowing them to
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A New Era for Channel Partner Marketing

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With 73% of the IT market passing through intermediaries, channel and partnership ecosystems have become critical drivers of business growth (Canalys, 2024). Yet, partner marketing is still widely misunderstood. Partner ecosystems have become more complex over the last few years, creating
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Brand-to-Demand: The Future of B2B Growth

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Delivering buyers a unified brand-to-demand experience is critical for driving engagement and securing competitive displacement in an increasingly crowded marketplace. However, achieving the alignment of brand and demand approaches remains a common challenge. This is due to both being comm