Inside the new B2B buyer network: What marketers need to know in 2025
The changing face of B2B software buying
The days of the lone wolf decision-maker in B2B software marketing are long gone. Today’s B2B software purchase decisions are made by interconnected networks of stakeholders, each bringing their unique perspective, requirements, and influence to the table. This shift from individual decision-making to collaborative buying networks represents one of the most significant transformations in the B2B marketing strategy landscape.
As we move further into 2025, understanding the dynamics of these buyer networks has become non-negotiable for marketers aiming to succeed in an increasingly complex selling environment. In 2025, 80% of B2B sales interactions are expected to occur in digital channels, fundamentally changing how buyers and sellers engage. This post explores how buyer networks have evolved, what this means for your B2B demand generation efforts, and how you can adapt your strategies to thrive in this new reality.
Defining the modern buyer network
A buyer network in the B2B context is an interconnected group of stakeholders who collectively influence or participate in purchasing decisions. Unlike traditional buying committees, modern buyer networks are fluid, extending beyond the confines of formal roles and organizational charts. They include both internal decision-makers and external influencers who shape opinions and preferences throughout the buying journey.
These networks operate across multiple channels, gathering information independently and collectively before converging to make purchase decisions. The average B2B purchase now involves six to ten decision-makers, with each member bringing their own priorities, concerns, and information sources to the process. This complexity is further highlighted by the fact that 75% of B2B buyers use at least three information sources before making a purchase decision, a trend expected to continue through 2025.
How and why B2B buying has transformed
Several key factors have accelerated the evolution of buyer networks:
Digital transformation and information democratization
The proliferation of digital resources has democratized access to information. Today’s B2B buyers conduct extensive research before engaging with sales representatives, with buyers completing 70 to 80% of their journey independently online before engaging sales. This self-directed research has become a cornerstone of modern B2B digital marketing strategy.
Over half of large B2B purchases (>$1M) will be processed through digital self-serve channels by 2025, illustrating just how significantly the transaction landscape is shifting. This represents a dramatic change in how even the most complex and high-value solutions are evaluated and purchased.
Risk mitigation in complex purchases
As software solutions become more sophisticated and integrated with core business operations, the stakes of making the wrong choice have escalated. Organizations distribute decision-making responsibility across multiple stakeholders to mitigate risk and ensure comprehensive evaluation.
Remote and distributed work models
The normalization of remote work has decentralized buying processes. Stakeholders now collaborate across geographies and time zones, requiring new approaches to B2B content marketing that can reach and engage dispersed teams.
Research patterns and information sources
Modern buyer networks gather information from a diverse range of sources:
Industry analyst reports and reviews (Gartner, Forrester, G2)
Peer recommendations and communities
Social media discussions and thought leadership content
Online forums and communities (Reddit, Stack Overflow, industry-specific platforms)
Virtual events and webinars
Vendor-produced content (case studies, whitepapers, blogs)
Third-party comparison sites
Free trials and product demos
90% of B2B buyers say online reviews and peer recommendations influence their purchase decisions. Additionally, industry associations (BSA, CompTIA, ITIC) and analyst platforms (IDC, G2) are also primary sources for B2B buyer research, a pattern expected to persist through 2025.
Expanding marketers’ needs to juggle effectively, more than half of B2B buyers want a true omnichannel experience, switching seamlessly across channels and requiring marketers to maintain consistency while respecting the unique attributes of each touchpoint. It’s a lot of plates to keep spinning.
Marketing and sales approaches that resonate with modern buyer networks
WHAT WORKS: Buyer-centric engagement
Multi-channel, persona-specific content: Successful B2B content marketing strategy now requires tailored messaging for each member of the buying network, delivered across channels they frequent.
Facilitating consensus-building: Providing tools and content that help champions build internal consensus and address the specific concerns of various stakeholders.
Transparent pricing and value articulation: Clear communication about costs, implementation requirements, and ROI timeframes that addresses the concerns of financial decision-makers.
Educational over promotional content: Focusing on solving problems and building knowledge rather than pushing product features.
Only 8% of B2B organizations deliver highly personalized marketing, but those that do see outsized growth. As we move through 2025, this represents a significant opportunity for marketers willing to invest in personalization capabilities.
Additionally, 70% of B2B buyers value benchmarking data and exclusive industry insights as top incentives for engagement, highlighting the importance of providing genuine value during the education phase.
WHAT TO AVOID: Outdated tactics
Single-thread selling: Relying on one relationship or contact point within an organization.
Generic value propositions: Failing to address the specific concerns of different roles within the buyer network.
Aggressive sales tactics: Pushing for premature commitments before buyers have completed their research process.
Information gatekeeping: Withholding pricing or technical details in an attempt to force conversations.
The anatomy of modern buying groups
INTERNAL STAKEHOLDERS
Executive sponsors: Typically C-level or VP-level leaders who approve budget and align purchases with strategic objectives. They focus on business outcomes and ROI.
Technical evaluators: IT professionals, developers, or engineers who assess technical requirements, integration capabilities, security, and scalability.
End users: The day-to-day users of the software who evaluate usability, functionality, and how the solution fits into their workflows.
Financial gatekeepers: Finance leaders or procurement professionals who scrutinize costs, contractual terms, and long-term financial implications.
Security and compliance teams: Specialists who evaluate vendor security practices, data handling policies, and regulatory compliance.
Project managers: Those responsible for implementation planning, change management, and adoption strategies.
EXTERNAL INFLUENCERS
Industry analysts: Organizations like Gartner and Forrester who shape perceptions through their research publications and vendor evaluations.
Peer networks: Professional communities where buyers exchange experiences and recommendations about solutions.
Technology consultants: Third-party advisors who help organizations define requirements and evaluate options.
Integration partners: Technology partners who influence decisions based on compatibility with existing systems.
Online review communities: Platforms like G2, TrustRadius, and Capterra where peer reviews influence perception.
The AI revolution in B2B buying behavior
Artificial intelligence is fundamentally changing how buyer networks operate.
AI-POWERED RESEARCH AND EVALUATION
Buyers are increasingly leveraging AI tools to help sift through marketing materials, compare vendor claims, and generate preliminary shortlists. This means marketers must ensure their content is structured for AI readability while maintaining depth and authenticity.
In 2025, the true power of generative AI as a growth driver will be tested, with executive accountability intensifying. Organizations need to move beyond experimentation to systematic implementation of AI across the marketing and sales functions.
The global market for marketing analytics will grow by $3B+ in the next few years, driven by digital transformation, making it essential for B2B marketers to build robust data capabilities as we advance through 2025.
PREDICTIVE ANALYTICS IN DECISION MAKING
Forward-thinking organizations are using AI-driven predictive analytics to forecast the success of potential software implementations based on industry benchmarks and internal data.
By 2025, 60% of B2B sales organizations will transition to data-driven selling, creating both opportunity and competitive pressure for organizations to adopt predictive capabilities.
WHAT MARKETERS SHOULD DO
Optimize for AI-assisted research: Structure content with clear headers, comparison tables, and machine-readable formats that facilitate AI-driven analysis.
Leverage your own AI tools: Implement AI-powered engagement tools like intelligent chatbots that can provide personalized information to different stakeholders 24/7.
Data transparency: Prepare for increased scrutiny as buyers use AI tools to verify claims and benchmark against alternatives.
AI is expected to boost corporate profits by up to $4.4 trillion annually, especially in marketing and sales, which explains why leading firms are aggressively investing in these capabilities as we approach 2025.
Companies that master digital-led transformations and AI see 4% higher cumulative total shareholder growth than their peers, providing a clear business case for investment in these capabilities heading into 2025.
Evolving buying signals in 2025 and beyond
The traditional buying signals have evolved significantly, requiring new monitoring approaches:
DIGITAL ENGAGEMENT PATTERNS
Rather than tracking simple page views, sophisticated B2B growth marketing now involves analyzing engagement patterns across multiple channels, content pieces, and stakeholders from the same organization.
The ability to use real-time, granular customer data is a critical cornerstone of modern B2B marketing, necessitating investments in both technology and talent to leverage these signals effectively as we continue into 2025.
COLLABORATIVE RESEARCH SIGNALS
Multiple stakeholders from the same company researching similar topics indicates an active buying cycle is underway, even if they haven’t directly engaged with sales.
TECHNICAL VALIDATION ACTIVITIES
Increased interest in technical documentation, API specifications, or security information often signals that a prospect has moved into the technical validation phase.
BUYING SIGNAL EVOLUTION
As we move through 2025, expect buying signals to become:
More distributed: Spread across a wider range of platforms and channels
More subtle: Less overt than traditional form fills or demo requests
More collaborative: Involving patterns of engagement across multiple stakeholders
More informed: Reflecting deeper technical and business knowledge
Priority strategies for B2B SaaS marketers in 2025
To effectively engage modern buyer networks, focus on these key strategies:
Account-based experience: Evolve beyond basic ABM to create coordinated experiences for entire buying networks at target accounts.
Community-led growth: Foster user communities that create organic advocacy and influence within buyer networks.
65% of B2B organizations plan to increase investment in insight communities and real-time feedback tools in 2025 (https://www.rivaltech.com/blog/b2b-market-research), highlighting the growing importance of this approach.
Enablement-focused content: Develop materials specifically designed to help champions sell internally to other stakeholders.
Interactive evaluation tools: Create self-service assessment and ROI calculators that different stakeholders can use to quantify potential value.
Micro-targeting within accounts: Implement a precision B2B lead generation strategy that identifies and engages each stakeholder with relevant messaging.
Essential assets and channels for success
KEY CONTENT ASSETS
Role-based value narratives: Tailored content addressing specific concerns of different buyer personas.
Interactive product experiences: Self-guided demos and sandbox environments that allow hands-on evaluation.
Implementation and success planning tools: Resources that help visualize the path to successful deployment and adoption.
Comparative analysis frameworks: Objective comparison tools that position your solution fairly against alternatives.
Video content: Engaging B2B video marketing assets that efficiently communicate complex value propositions.
CRITICAL CHANNELS
Private digital communities: Invitation-only spaces where prospects can engage with existing customers.
Virtual and hybrid events: B2B event marketing initiatives that facilitate both digital and in-person engagement.
Social selling platforms: LinkedIn and other professional networks where relationships can be nurtured.
Interactive content hubs: Centralized resources tailored to different buying roles.
Collaborative spaces: Digital environments where buying team members can collectively evaluate solutions.
Leading B2B market research firms are prioritizing AI-driven methodologies for deeper insights, creating opportunities for innovative approaches to market research and customer understanding as we progress through 2025.
Leveraging partners to connect with buying networks
Partner ecosystems have become increasingly valuable in reaching and influencing modern buyer networks:
HOW PARTNERS AMPLIFY ACCESS
Trust transfer: Established partners bring credibility and trust to new relationships.
Specialized expertise: Partners often have deep domain knowledge that enhances solution positioning.
Extended reach: Well-chosen partners provide access to buyer networks that might otherwise be inaccessible.
PARTNER ECOSYSTEM DEVELOPMENT
To strengthen your partner strategy:
Enable co-selling: Provide partners with training and materials to effectively position your solutions alongside their offerings.
Develop joint value narratives: Create compelling stories that demonstrate the combined value of your solution with partner offerings.
Integrate marketing efforts: Coordinate integrated marketing campaigns with partners to present unified messaging.
Partner-led communities: Facilitate communities where partners can share success stories and best practices.
Technology integrations: Develop seamless product integrations that create compelling joint solutions.
Conclusion: Adapting to the new reality of B2B buying
The evolution of buyer networks in B2B software purchases represents both a challenge and an opportunity for marketers. By understanding these networks’ composition, dynamics, and preferences, you can develop strategies that resonate with today’s collaborative decision-making processes.
Success in this new landscape requires a fundamental shift from seller-centric to buyer-centric thinking, focusing on facilitating the buying process rather than driving a sales process. Organizations that adapt to this new reality—providing value to each network member while helping buyers build internal consensus—will be the ones that thrive in the complex world of B2B software marketing.
80% of B2B marketers say data privacy and ethics are now core to their marketing analytics strategy, a trend expected to intensify through 2025, highlighting how trust and transparency have become central to effective buyer network engagement.
As you refine your approach to engaging buyer networks, remember that the goal isn’t only to close a deal, but to start a relationship that delivers ongoing value to every stakeholder in the buying network—laying the groundwork for expansion, renewal, and advocacy in an increasingly interconnected B2B ecosystem.
Knack is a full-service B2B marketing agency purpose-built for technology brands and their partner ecosystems. We specialize in helping clients engage today’s complex buyer networks—across every stage of the purchase process, from initial awareness through demand generation to high-converting lead strategies. With a deep understanding of how decision-makers collaborate, research, and buy, Knack combines strategy, creative, and execution to deliver campaigns that influence every stakeholder in the journey. Whether you’re selling direct or through partners, we help you build lasting value across your go-to-market channels. Contact us to learn more or visit www.knackcollective.com.