B2B buying behaviour is changing, and fast. Today’s buying groups are more cautious, independent, and risk-averse than ever before, making the traditional, bottom-of-funnel marketing tactics less effective.
In a new article from INFUSE, Buyer Advocacy: How to Engage Defensive Buying Groups, the team unpacks fresh insights from their latest research, Insights Voice of the Marketer and Voice of the Buyer 2025 and offers practical guidance to help marketers adapt to these shifts.
What’s inside
Actionable strategies to create a non-prescriptive journey that empowers buying groups
Discover how to shift away from rigid funnel models towards more dynamic, buyer-led experiences that build trust and support self-navigation.
Channel strategy for self-paced brand discovery
Learn how to use omnichannel strategies and relevant, shareable content to meet buyers where they are, on their terms and in their own time.
A real-world example of buyer enablement in action
See how one B2B brand enabled advocates within buying groups to build alignment and accelerate decision-making.
You can read the full article here, it's a 7 minute read.
INFUSE are Partners of The Marketing Society.
