How to Reach and Connect with Your Defensive Buyers

"The future of demand generation lies in crafting authentic experiences that deliver value in every interaction, empowering buyers to navigate their own path toward a purchase."—Alexander Kesler, Founder & CEO, INFUSE

The INFUSE Voice of the Buyer 2025 report reveals that B2B buyers are more risk-averse and independent, prioritizing efficiency.

To succeed, organizations must refine their go-to-market (GTM) strategies to address these changing behaviors and provide tailored experiences that engage decision makers early in their process.

However, to achieve this goal, it is essential to prioritize a buyer-centric approach that supports and enables buyers throughout their journeys.

True buyer enablement builds trust, reduces friction from processes, and nurtures prospects toward meaningful, long-term relationships.

In this month's Beacon, we offer actionable strategies to help you embrace buyer-centricity, delivering experiences that not only engage buyers but also foster lasting connections.

As the growth-at-all-costs model fades, decision makers are prioritizing efficiency, optimization, and clear value.

Engaging these buyers requires pivoting to meet evolving buyer needs—avoiding ineffective and damaging tactics that will only hamper your efforts.

In our latest webcast, presented by Pavilion , ?? Victoria Frederika A. , VP Marketing at INFUSE, and Jeff Cleasby , VP Strategic Accounts, break down the most common (and costly) B2B marketing and sales missteps.

Most importantly, the session also explores key trends, strategies, and tools to help you better enable today's discerning B2B buyers.

Watch now to discover the most damaging (and common) B2B practices—and how to correct them.

Buyer enablement has become a critical strategy in today's complex B2B market, where buyers face greater risk, expanding buying groups and prolonging sales cycles.

With 77% of B2B buying finding the purchasing process challenging, it is essential to provide the right resources and support to simplify and derisk decision making.

This buyer-centric approach focuses on four key pillars:

• ?? Compelling content to inform and influence decisions
• ?? Nurturing strategies that support independent research
• ?? Sales teams acting as consultative partners
• ?? Clear messaging that addresses buyer challenges directly

As independent buying groups become more common, organizations that prioritize buyer enablement will be able to drive engagement and secure competitive positioning—ultimately leading to higher client lifetime value (CLTV).

Read more to discover how buyer enablement simplifies complex purchasing processes and helps you connect with buying groups more effectively.

The rising cost of digital marketing has led to many revenue teams investing in lead lists to boost ROI.

But while lead lists have long been a staple in sales and marketing strategies, it is important to acknowledge the risks involved with their usage.

Disadvantages of lead lists:

• ?? May contain invalid or outdated contact information
• ?? Lack pre-existing relationships, resulting in high churn rates
• ?? Can be expensive and high risk, given the cost of low quality leads
• ?? May fail to meet data regulation compliance requirements

Demand generation, on the other hand, generates far better ROI due to the focus on creating awareness, forging relationships, and nurturing prospects for long-term success—essential as buying groups and sales cycles continue to expand.

By leveraging targeted, omnichannel strategies and continuously delivering valuable content, organizations can build trust and sustain engagement with high-value buyers.

Read the full article to discover why demand generation is an essential strategy for successful lead generation and nurturing.

Most B2B buyers reach out to vendors when they are already 70% through their buying journey—and often with a decision in mind.

This unseen research phase, known as the dark funnel, happens beyond the reach of traditional analytics and CRMs, making it challenging to influence buyers once they have made contact with their preferred vendor.

To ensure your solution is top of mind when decision makers are ready to engage, it is crucial to reach them early in their buying process.

A full-funnel demand generation strategy helps nurture key stakeholders by delivering the right content at the right time, encouraging them to share your insights with their buying group.

This strategy can be reinforced by:

• ?? Creating buyer-centric experiecnes
• ?? Focusing on your brand value and what you bring to the table
• ?? Leveraging historic and account-level intelligence
• ?? Utilizing competitor displacement to break through the noise

Read the full article now to discover how to influence your hidden buyers and drive inbound engagement.

Thank you for reading!

We hope the content shared in this month's Beacon provides the inspiration you need to implement strategies that truly empower buyers and create meaningful connections.

You can find more tips on how to engage today's evolving buyers and build lasing connections on our Insights page.

See you next month,

The Content Team