Outlook 2026: Why Your Buyers Are Ready to Switch

SESSION OVERVIEW:

B2B buying groups have expanded to an average of nine stakeholders, operating on compressed seven-month cycles, as the complexity of B2B buying processes compounds (Voice of the Buyer 2026).

Content consumption per deal has increased to an average of nine pieces. Yet, buyer confidence has not kept pace: only one in four buyers report deep satisfaction with their current vendors (Voice of the Buyer 2026). This market reality is known as the trust gap.

This on-demand session draws on top findings from INFUSE Voice of the Buyer and Marketer 2026, a survey of 2,300+ GTM leaders. Victoria Albert (INFUSE CMO) and Scott Vaughan (GTM Advisor) explore the forces widening the vendor trust gap, examining what the shift to AI-enabled buying behavior demands from marketing and revenue teams.

This webinar explores:

• Why brand gets vendors discovered but does not get them chosen, and what technical alignment reveals about how buyers actually select vendors
• The AI personalization gap: why marketers are investing in predictive analytics without scaling the segmentation and personalization buyers expect
• Year-over-year shifts in content format reliance, including a significant decline in analyst report usage
• The discoverability bottleneck between traditional SEO investment and emerging AEO/GEO strategies
• What buyer openness to switching vendors means for competitive displacement strategies

Watch the webcast to explore the latest insights and strategies regarding vendor trust and discoverability in B2B.