The messy middle: How B2B buyers actually discover and decide today
The B2B buying journey isn’t linear anymore and it’s definitely not confined to a single channel.
Today’s buyers are asking peers in online communities, scanning review sites, prompting AI tools, subscribing to niche newsletters, and even running their own surveys before they ever fill out a demo request form.
So what’s actually changed? Where is trust really being built now? And what does that mean for brands trying to reach and influence modern B2B decision-makers?
Listen to leaders from G2, LinkedIn, and SurveyMonkey in this candid panel discussion on how modern B2B buyers discover, evaluate, and validate solutions today. We’ll unpack what’s breaking in the traditional funnel, which channels are shaping real decisions, and how brands can show up credibly, without feeling performative or salesy.
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