Three disruption zones shaping the next era of B2B
REWIRE ’26 features insights from Forrester, LinkedIn, Bain & Company, Edelman–LinkedIn and VML’s own research to identify 15 disrupting forces that are already visible in the market. These are organized into three disruption zones:
- Buyer system shifts
The traditional B2B buying model, where a defined group of internal stakeholders evaluates vendors through a relatively linear process, is evolving into a far more complex system. Decisions increasingly involve wider B2B buying networks of influence, additional internal stakeholders, and greater scrutiny of risk perception in B2B. - Technology, data and AI disruptions
Technology is fundamentally reshaping B2B as buyers discover, research, and evaluate vendors. AI-powered search, predictive signals marketing, and advanced analytics are changing how demand is detected and influenced, pushing towards AI-native go-to-market models and making data unification B2B non-negotiable. - Customer experience shifts
As buying decisions become more complex and risk-sensitive, building B2B confidence has become the currency of B2B marketing. Buyers increasingly rely on credible proof-based buying experience, trusted networks for trust transference (including ecosystems and partnerships B2B), and meaningful experiences to validate decisions. Marketing therefore plays a critical role in designing interactions that build trust and reduce uncertainty throughout optimizing the B2B buying journey.
The report highlights key implications for B2B organizations including the need to engage the full buying network, prioritizing defensibility and proof, integrating data and AI responsibly, and ensuring that experiences are connected at every touchpoint.
