How Buying Journeys are Changing in 2026 And What It Means for B2B Marketers
Just when you think you've got it all figured out... WHACK! Your target buyers go and change everything.
The latest research shows that the B2B buying journey in 2026 will look a lot different than it has in previous years. With Millennials and Gen Z now making up over two-thirds of buyers and AI truly democratizing vendor research, B2B marketing is undergoing a big shift. Peel back the latest research on the B2B buying journey from Forrester, 6sense, Dentsu, and TechnologyAdvice - and what it means for marketing and demand generation in 2026. Discover:
Key insights from the latest Buyer's Journey research
The new 'buyer influence map' and why 'preference marketing' matters more than ever
The evolving role of publishers and demand gen partners
Tyler is a passionate B2B marketing leader who works with organizations across many industries to plan, develop, and execute forward-looking marketing strategies.
Kaiti Norton Managing Editor, HR for Humans and TechnologyAdvice
Why TechnologyAdvice
Discover what makes TA a different kind of demand gen partner:
Trusted by more than 600 technology leaders
Ready to find your next customer?
TechnologyAdvice is a lead generation partner you can count on to build your brand and generate demand with a highly engaged audience of B2B technology buyers. Join forces with a company that’s not afraid to answer your questions, share some best practices, and deliver strategic results.
