Inside modern B2B buying: How decisions really get made

B2B buying has changed. Most outreach has not.

Download this practical guide to understand how modern decisions are formed, why deals stall, and how to align your outreach with the way buyers now evaluate suppliers.

Understand how modern B2B decisions happen

Buying no longer follows a clean, visible funnel. Research happens independently. Shortlists form early. Internal discussions shape outcomes long before sales is involved.

Most decisions are made by groups, not individuals. Influence is shared. Risk is assessed collectively. What looks like silence from the outside is often hesitation or misalignment inside the buying team.

This guide breaks down what has shifted in B2B buying and shows you how to respond with a more effective outreach model built for today’s decision reality.

What you’ll learn

• Why most deals do not collapse to competitors, but stall due to a lack of agreement
• How self-directed research and AI-assisted buying change when and how you get considered
• Why visibility across the full buying group matters more than winning over one contact
• How to apply three principles: coverage, relevance and consistency
• A practical checklist to assess whether your outreach reflects how buyers now decide