As Millennial and Gen Z buyers increasingly influence purchasing decisions, marketing and sales predictions reveal that more than half of large B2B transactions (US$1 million or greater) will be processed through digital self-serve channels, including buying from vendor websites or marketplaces, says new research from Forrester.

This trend signals a significant shift in how B2B transactions will be managed. Companies will need to focus less on transaction processing and more on delivering meaningful interactions that foster positive buying experiences.

“Forrester’s research shows that generational buying shifts, coupled with the rise of generative AI, are transforming the B2B buying landscape,” said Sharyn Leaver, chief research officer at Forrester.

Millennial and Gen Z B2B buying trends

Here are three key insights from Forrester’s B2B marketing and sales predictions for 2025.

1. CMOs and CSOs struggle with reorganization

Despite efforts to reconfigure teams, only 12% of marketing leaders believe their current organizational design will help meet revenue goals in the year ahead. Many marketing leaders expect their B2B organizations to attempt reorganizations in 2025 to address existing competency gaps, but half will fail to see meaningful improvement.

2. External influencers shape younger buyers

More than 50% of younger B2B buyers will rely on external sources, including social media and their personal networks, when making purchasing decisions. This shift highlights the growing importance of external influencers in the decision-making process.

3. Impatience with AI ROI could harm long-term growth

Many enterprises that focused heavily on AI investments in 2024 are now facing disappointment over the ROI, leading some to scale back prematurely. Forrester warns that rushing to reduce AI investment could hurt companies’ long-term competitive advantage.

“While B2B leaders experimented boldly with AI in 2024, in 2025, their focus will shift toward improving revenue processes and realigning their growth strategies around customer needs.”

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