Strategies of influence(r): How AI, youth and external networks are reshaping B2B buying decisions

B2B marketing is evolving beyond buying groups into complex networks influenced by AI, external experts, and partners. This shift resembles moving from isolated chess games to simultaneous matches, requiring companies to navigate multiple spheres of influence simultaneously. As 95% of buyers now leverage generative AI in purchasing decisions and younger buyers consult extensive networks outside their organizations, B2B companies must adapt their strategies to thrive in this increasingly interconnected ecosystem.

The big picture: B2B purchasing decisions have transformed from simple “checkers” (focused on individual leads) to “chess” (buying groups with different roles) and now to multiple simultaneous chess games involving extensive networks of influence outside the organization.

Key details: The new buying network includes AI-powered decision support, with 95% of buyers expecting to use generative AI in their purchasing process this year.

• External influencers play an increasingly critical role, with 35% of Millennial and Gen Z buyers (who comprise over two-thirds of all B2B buyers) involving 10+ people from outside their organization in purchase decisions.
• This external influence trend is expected to grow as younger generations gain more purchasing authority.

Why this matters: Companies must recognize that purchasing decisions no longer happen in isolation but within complex ecosystems that include AI agents, industry experts, partners, and external advisors.

Where we go from here: Forrester recommends four strategic approaches for companies navigating this new landscape:

• Accept buyer-defined rules rather than trying to control the buying process.
• Deliberately target external influencers through strategic brand and PR efforts.
• Optimize websites and content for AI agents that increasingly act as extensions of buying groups.
• Develop formal partner advocacy programs that expand value throughout the prospect and customer journey.

The bottom line: During times of market turbulence, companies that fail to adapt to these shifting buying networks risk competitive disadvantage and missed opportunities to influence crucial decision points.