Source: Forrester
In 2026, B2B buyers will exhibit greater skepticism and empowerment, prompting a shift in the market dynamic. They are now demanding transparency and measurable results from providers. Those who fail to meet these growing expectations will not only be sidelined but also face significant risks to their businesses.
To remain competitive, providers must adapt their strategies to build trust with their buyers effectively. This involves a commitment to transparency and delivering on promises. As trust becomes the pivotal currency in B2B transactions, organizations will need to prioritize building authentic relationships and showcasing tangible outcomes to succeed in this evolving landscape.
👉 Pročitaj original: Forrester
