Buyer-Centric Strategies to Power Your Growth

Our third annual INFUSE Voice of the Buyer report highlights a key trend for 2025: B2B buying groups are maintaining a defensive stance that first emerged in 2024.

This cautious approach has resulted in longer sales cycles, with many buyers approaching vendors directly over larger analyst firms—a development spurred on by the increased demand for highly personalized buyer experiences and guidance to de-risk decision making.

How can marketers overcome this challenge?

To foster deeper engagement, marketers must orchestrate buyer-led journeys that deliver tailored content and consultative strategies that resonate with today's risk-averse decision makers.

This month's Beacon offers data-driven strategies to address evolving buyer needs and help you accelerate growth.

B2B market dynamics in 2025 will be defined by increasingly sophisticated buying behaviors and rising expectations from the C-suite.

Redefining demand generation models is critical.

Achieving demand performance today requires seamlessly integrating brand, behavioral data, and advanced tools to drive scalable demand—while effectively showcasing its impact.

In our latest webcast, we brought together industry leaders Matthew Mullin from Cloudflare and Adam May from 汤森路透 together with host, Scott Vaughan , to discuss this key issue.

Over the course of the session, the group explore how to successfully reshape demand-to-revenue strategies and share key insights on navigating these pressing marketing challenges.

Watch our newest installment for expert advice on tackling today's complex buying journeys and actionable strategies to elevate your demand generation approach.

According to the INFUSE Voice of the Buyer 2025 report, 40% of B2B purchases now take up to 12 months to finalize.

Staying top of mind throughout this extended process requires crafting a seamless, client-focused experience that aligns with the self-paced buyer's journey.

This calls for a nuanced understanding of each member of the buying group's behavior and pain points. Such insight fosters continuous learning throughout the sales funnel, rather than forcing a rigid path.

Read our Outlook 2025 article to discover actionable demand generation strategies that inspire brand advocacy, build lasting relationships, and help you outpace the competition.

71% of marketers' top priority is driving brand awareness, while only 34% focus on generating demand (INFUSE Voice of the Marketer, 2025).

However, larger buying groups (now an average of 4-10 members) and extended sales cycles call for a unified brand-to-demand approach in order to enhance engagement and drive conversions.

Activating this approach requires organizational alignment and unified messaging to deliver compelling experiences that secure competitive displacement in an increasingly crowded marketplace.

In our Outlook 2025 article, we present a comprehensive framework for creating a cohesive brand-to-demand strategy, aligning your efforts to achieve meaningful results.

Read more to explore actionable insights and discover how to craft experiences that leave lasting impressions on buyers.

It should come as no surprise that 47% of marketers cite generating sales-ready leads as their top challenge.

The widespread use of MQL-based models often fails to direct genuinely in-market prospects to sales teams.

A one-size-fits-all approach simply cannot account for evolving buyer behaviors and increasingly complex buying journeys. As a result, an overreliance on MQLs can ultimately hinder growth and stifle innovation.

In this Outlook 2025 article, we explore how to move beyond traditional MQL criteria and implement an in-market prospect qualification process, empowering your teams to effectively assess where buyers are in their journey.

Thank you for reading!

We hope that this month's Beacon helps you to develop and action strategies for meeting the heightened expectations of buyers in 2025.

You can find more content on how to navigate B2B buyer behavior and preferences on our Insights page.

See you next month,

The Content Team