B2B organisations in Asia must adapt to a rapidly evolving landscape shaped by younger buyers who increasingly rely on generative AI and external influencers for their purchasing decisions. Forrester posits that traditional sales strategies are becoming obsolete as the dynamics of buying networks shift.
Today's buyers operate within complex networks that include not only internal team members but also external parties such as industry influencers, partners, and AI agents. This multifaceted approach to purchasing requires B2B leaders to refine their growth strategies, ensuring they engage meaningfully with all constituents involved.
“Making sense of how today’s buyers buy and meeting their increasing expectations requires a complete rethinking of the revenue process,” states Srividya Sridharan, vice president at Forrester.
To thrive amid economic and geopolitical challenges, organisations must embrace several best practices. First, establishing connections between buying groups and external influencers is crucial.
B2B buyers actively seek insights from experts, and companies can cultivate these relationships through thought leadership initiatives that resonate with their target audience. By doing so, they can create a positive consensus around their offerings.
Second, organisations must ensure that AI agents used by buyers deliver accurate and relevant information. These digital assistants should be treated as vital extensions of the buying group, requiring a robust content strategy to equip them with the necessary resources to assist buyers effectively.
“Providers must recognise the key sources involved in the buying process as buyers expand the number of third parties and AI agents they consult,” adds Sridharan.
Furthermore, deploying provider AI agents can enhance the experience for self-service buyers. These agents need the capability to engage in meaningful conversations, answer follow-up questions, and maintain context across interactions. This approach supports buyers through various purchase scenarios and delivery channels, ultimately improving customer satisfaction.
Finally, creating partner advocates can significantly extend an organisation’s reach and influence. By developing formal partner advocacy programs, B2B firms can enhance the value they provide to both direct and indirect customers.
As the landscape continues to evolve, COOs and business leaders in Asia must recognise the critical need to adapt to these changes. Embracing AI, engaging with external influencers, and understanding the complexities of buying networks will be essential for building trust and achieving sustainable growth in the B2B sector.
