Forrester Predicts Shift In B2B Marketing Control
B2B go-to-market teams must adapt as AI changes buyer behavior, Forrester reports. This shift may impact sales and marketing strategies.
Original reporting · forrester.com
Original: “Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers”
Read “Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers” at Forrester →
How this was written. Awesome B2B wrote this article with a language model from Forrester’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Forrester’s report
- Forrester predicts a shift in control from companies to buyers in B2B marketing, driven by AI
- Companies that fail to adapt to this shift may lose business due to unverifiable claims
- AI may accelerate product feature releases, but customer adoption may not keep pace
- Governance and oversight of AI-generated content are becoming major concerns
- Building credibility and trust with customers is key to success in this new environment
According to Forrester, companies are losing control over how buyers find and evaluate information, which may affect their sales and marketing efforts. Buyers are becoming more self-sufficient in their purchasing decisions. Forrester expects this trend to continue, with buyers relying more on AI-powered tools to make informed decisions.
The loss of control has significant consequences for providers, Forrester notes. Many companies may struggle to deliver consistent and credible customer experiences, which may lead to a loss of business. Forrester predicts that two-thirds of providers will lose deals due to unverifiable claims.
Buyers are using AI-assisted tools to fact-check claims and gather information about products and vendors, Forrester reports. This may expose inconsistencies in sales and marketing statements, making it harder for companies to close deals. To remain competitive, go-to-market teams must ensure their claims are credible and supported by evidence.
Forrester also expects AI to accelerate product feature releases, but customer adoption may not keep pace. This may lead to a buildup of unused features, which can hinder growth. Companies that focus on commercializing customer outcomes may have an advantage over those that prioritize new feature releases.
As companies produce more content using generative AI, governance and oversight may become major issues, Forrester warns. Some companies may face reputational risk due to inaccurate or offensive AI-generated content. Forrester predicts that several major companies will apologize for AI content that damages customer trust.
The key to success in this new environment is building credibility, enabling adoption, and fostering trust with customers, Forrester advises. Companies that can do this may gain a competitive advantage. Forrester clients can access more information on these predictions and their implications.
Forrester's predictions are based on the idea that AI is fundamentally changing the B2B marketing landscape. Companies that adapt to these changes may thrive, while those that do not may struggle to remain competitive. More information on Forrester's predictions is available to clients and non-clients alike.
Questions and answers
What is driving the shift in control from companies to buyers in B2B marketing?
The shift is driven by AI, which is enabling buyers to make more informed decisions and evaluate information independently.
What may happen to companies that fail to adapt to this shift?
Companies that fail to adapt may lose business due to unverifiable claims and struggle to remain competitive.
How can companies build credibility and trust with customers in this new environment?
Companies can build credibility and trust by ensuring their claims are credible and supported by evidence, and by focusing on commercializing customer outcomes.
