We're planning an exclusive discussion of The Future Buyer Report led by Dr. Andreas Ortner, Managing Director B2B VML EMEA, joined by VML experts to explore its findings based on our study of 750 enterprise B2B buyers across eight markets: the US, UK, Germany, France, Brazil, Australia, New Zealand and Singapore.
For the inside track on key insights from the report that are essential for navigating a rapidly evolving B2B landscape and finding new opportunities for growth, it's a session you'll not want to miss.
Sign up below and stay tuned for final details coming soon.
Secure your seat for our Future Buyer discussion
Generative AI is now the #1 starting point for B2B supplier research, surpassing traditional search engines like Google. In sectors like Energy, GenAI discovery hits 76%. Most buyers frequently or always use AI to research suppliers, and are likely to act on AI-generated recommendations.
Enterprise purchasing is no longer controlled by localized business unit leaders or influenced by relationship-led sales pitches. Today's deals are governed by centralized corporate gatekeepers, filtered by autonomous AI research, and paralyzed by career risk.
Purchasing power has moved away from business unit leaders, who hold meaningful influence in only 40% of decisions, to finance, the C-suite and IT/Technology. Enterprise buying decisions now require an average of 6.8 stakeholders.
80% of enterprise buyers explicitly weigh the impact of supplier selection on their professional reputation, and 73% agree a failed purchase would meaningfully damage their career. The result is that many buyers will choose a "safe," well-known supplier.
While 64% of total enterprise spend is transacted digitally, buyers refuse full automation for high-stakes moments. Buyers demand expert human contact for commercial negotiations, post-sale issue resolution and complex product evaluation.
When selecting suppliers for major investments, lowest price ranks near the bottom. Buyers prioritize provable ROI, brand reputation and a clear implementation roadmap. When products are comparable, operational responsiveness and ease of working beat price cuts.
The future B2B supplier must be a “procurement-ready" partner who combines AI discoverability with human trust.
The world of B2B marketing is being disrupted. 55% of buyers now begin supplier research with Generative AI. To win, your brand must be found by AI, trusted by people and approved by the buying group. Introducing The Future Buyer Report series by VML – a comprehensive study of modern B2B buying behavior based on first-party research with 750 buyers across eight international markets. Seven reports, seven industries – delivering a clear view of what influences buying decisions and how brands can act.
Download our Future Buyer sector reports
Global perspective, local heartbeat: 26,000 people, 150+ offices, 50+ markets connected worldwide.
