Turn Proof into Pipeline: Navigating the Buying Shift in 2026

SESSION OVERVIEW:

B2B buying has evolved into a more complex, AI-influenced, and trust-constrained process. Yet many go-to-market strategies still focus on individual prospects and surface-level engagement.

Buyers are consuming more content than ever, but they are trusting less of it. AI is accelerating research and discovery, but it is also increasing noise and skepticism. At the same time, buying groups are growing, decision timelines are shrinking, and vendor loyalty is more fragile than ever.

To compete in this current state of buying, organizations must rethink how they build trust, demonstrate value, and engage buyers to earn their consideration, long before a sales conversation begins.

In this session, Scott Conley, VP of Strategic Partnerships, and Sarah Weyandt, Sr. Director of Client Strategy, share insights from INFUSE research with over 2,300 GTM leaders to unpack what is driving these shifts, and how organizations must adapt.

This webinar explores:

• The three tensions redefining the B2B buying experience in 2026
• Why brand drives discovery but proof drives selection
• How AI is reshaping buyer research and vendor visibility
• What it takes to influence the full buying group and accelerate decisions

Watch this webcast to gain practical insights on building trust, improving discoverability, and enabling buyers to make confident, defensible decisions.