09/17/2026
🎧 EPISODE 926: TrustRadius' Katie Allison on how B2B buying decisions get made today - Listen: https://buff.ly/BO6f9rZ
What if, by the time a B2B buyer ever talks to your sales team, the decision is already mostly made, and somewhere you can't see and can't measure?
For years, agility meant being quick with the latest tools. Now it means something harder: letting go of long-held assumptions about the buyer's journey and accepting that influence has scattered across a decentralized network of peers, creators, and AI — much of it happening in places brands don't control and can't track.
Today we're digging into a fundamental shift in how B2B buyers, especially the next generation, actually make decisions. We'll explore:
- How generational change, led by the most AI-forward buyers yet, is reshaping the B2B buying landscape.
- Why linear demand-gen models strain in an era of communal buying and AI-driven discovery.
- The rising pull of peer reviews, independent creators, and AI-generated answers, and what that does to your brand's credibility.
To help me dig in, I'd like to welcome Katie Allison, Senior Manager of Research and Insights at TrustRadius by HG Insights.
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