Forrester’s B2B Marketing & Sales Predictions 2025: More Than Half Of Large B2B Purchases Will Be Processed Through Digital Self-Serve Channels

Rhea-AI Summary

Forrester's 2025 B2B marketing and sales predictions reveal significant shifts in the B2B landscape. Over 50% of large B2B transactions (US$1 million+) are expected to be processed through digital self-serve channels, driven by Millennial and Gen Z buyers. This shift necessitates providers to focus on creating positive buying experiences rather than transaction processing.

Key predictions include:

• Half of CMOs and CSOs will fail in reorganization attempts
• 50% of younger buyers will consult 10+ external influencers for purchases
• Most enterprises may prematurely scale back AI investments due to impatience with ROI

Forrester emphasizes the need for B2B leaders to prioritize revenue process improvements and customer-centric growth strategies in 2025.

Positive

• Prediction of over 50% of large B2B transactions ($1M+) to be processed through digital self-serve channels
• Younger buyers expected to rely more on external sources for purchasing decisions
• Opportunity for B2B leaders to improve revenue processes and reorient growth strategies

Negative

• 50% of CMOs and CSOs predicted to fail in reorganization attempts
• Potential premature scaling back of AI investments due to impatience with ROI
• Only 12% of marketing leaders believe their current organizational design will effectively meet revenue targets

Insights

Market Research Analyst

The shift towards digital self-serve channels for large B2B transactions represents a significant transformation in the B2B landscape. This trend, driven by Millennial and Gen Z buyers, will require companies to adapt their sales and marketing strategies substantially:

• Vendors must optimize their websites and digital marketplaces to handle complex, high-value transactions.
• Sales teams will need to pivot from transaction processing to providing value-added consultations and enhancing the overall buying experience.
• Marketing efforts should focus on creating digital content that supports self-service decision-making for large purchases.

The prediction that over 50% of transactions over $1 million will be processed through these channels by 2025 suggests a rapid acceleration of this trend. Companies that fail to adapt quickly may lose market share to more digitally-savvy competitors.

Tech Expert

The AI-related predictions highlight a critical juncture for B2B enterprises:

• The expected scaling back of AI investments due to impatience with ROI is concerning. This short-term thinking could lead to long-term competitive disadvantages.
• Companies should focus on setting realistic expectations for AI implementation and ROI timelines.
• Successful AI integration requires patience, continuous learning and iterative improvements.
• Firms that maintain their AI investments and focus on long-term value creation are likely to emerge as industry leaders.

The challenge for B2B leaders will be balancing the pressure for immediate returns with the need for sustained AI development to drive future growth and efficiency gains.

CAMBRIDGE, Mass.--(BUSINESS WIRE)-- According to Forrester’s (Nasdaq: FORR) 2025 B2B marketing and sales predictions, as Millennials and Gen Z buyers drive purchasing decisions, more than half of large B2B transactions (US$1 million or greater) will be processed through digital self-serve channels, including the vendor’s website or marketplace. As a result, providers will need to shift their focus from spending time on processing transactions to delivering impactful interactions that create a positive buying experience.

Forrester’s B2B marketing and sales predictions analyze the dynamics and emerging trends that B2B organizations need to look out for in the year ahead. These insights help leaders and their teams prepare for future challenges and take advantage of new opportunities to thrive in 2025. Topics include B2B marketing, sales, and product, as well as business buyer insights.

Highlights from Forrester’s 2025 B2B marketing and sales predictions include the following:

• CMOs and CSOs will aim to reorganize, but half will fail to fix what ails them. Only 12% of marketing leaders believe that their teams’ current organizational design will help them effectively meet revenue targets over the next year. In 2025, many organizations will try to address the lack of competency with reorganizations.

• Half of younger buyers will include 10 or more external influencers in their purchase. In 2025, more than 50% of younger buyers will rely on external sources — including social media as well as their value network — to help make buying decisions.

• Most enterprises fixated on AI ROI will scale back prematurely. Leaders are realizing that ROI from AI investments will take longer than they anticipated. Impatience with AI ROI could prompt enterprises to prematurely scale back investments, which would be a long-term disadvantage.

“Generational buying shifts, combined with the rapid rise of generative AI, are fundamentally altering the B2B buying landscape,” said Sharyn Leaver, chief research officer at Forrester. “B2B leaders experimented with AI boldly in 2024, but their focus will shift to the bottom line. In 2025, leaders must prioritize improving revenue processes and reorient their growth strategies around their customers.”

Resources:

• Download Forrester’s 2025 Predictions guides for B2B marketing and sales leaders, technology and security leaders, and B2C marketing and customer experience leaders.
• Register to attend Forrester’s webinar covering key B2B marketing and sales predictions for the coming year.
• Learn how to harness these predictions and discover actionable tools and frameworks to chart a course to growth at Forrester’s B2B Summits 2025.
• Visit Forrester’s 2025 Predictions hub to access additional complimentary resources.

About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; and the shared wisdom of our clients.

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Press

Ira Kantor

ikantor@forrester.com

Source: Forrester

FAQ

What percentage of large B2B transactions will be processed through digital self-serve channels by 2025, according to Forrester (FORR)?

According to Forrester's predictions, more than 50% of large B2B transactions (US$1 million or greater) will be processed through digital self-serve channels by 2025.

How many external influencers will younger B2B buyers consult for purchases in 2025, as per Forrester's (FORR) predictions?

Forrester predicts that in 2025, more than 50% of younger buyers will include 10 or more external influencers in their purchase decision-making process.

What percentage of marketing leaders believe their current organizational design will meet revenue targets, according to Forrester's (FORR) 2025 predictions?

Only 12% of marketing leaders believe that their teams' current organizational design will help them effectively meet revenue targets over the next year, according to Forrester's predictions.

What challenge does Forrester (FORR) predict for enterprises focused on AI ROI in 2025?

Forrester predicts that most enterprises fixated on AI ROI will scale back prematurely in 2025, potentially putting them at a long-term disadvantage.