Fall 2025

Inside the

Buyer’s Mind

What Shapes B2B Decisions Today

Deals are won and lost when you’re not looking.

This report pulls back the curtain on those hidden dynamics – the “other side” of the buying process – and shows where revenue teams can earn an edge.

A peek at what's inside the report

The invisible kickoff

90% of buyers conduct research before first contact, and almost two-thirds are already using GenAI tools as much as – or more than – traditional search.

Where the deal turns

61% of buyers admit they start the process with a preferred vendor, but nearly half say they’re open to switching. And buyers say the RFP response is the most critical factor in their final decision.

AI at the table

Buyers are using AI most in the stages that take them the longest (discovery, evaluation, and supplier engagement). Over a third say vendor use of AI in the sales cycle makes them more likely to consider that vendor.

The invisible kickoff

90% of buyers conduct research before first contact, and almost two-thirds are already using GenAI tools as much as – or more than – traditional search.