Digital Self-Serve Channels to Process Over Half of Large B2B Purchases by 2025

A new report from Forrester projects that digital self-service will dominate large B2B transactions, with more than half of purchases exceeding USD 1 million expected to be processed through digital channels by 2025.

This shift, influenced heavily by the rise of Millennial and Gen Z decision-makers, marks a change in buyer behaviour that may significantly impact sales strategies. The trend indicates a need for providers to shift their focus from processing transactions to enhancing the quality of buyer interactions to ensure a seamless purchase experience.

The findings are part of Forrester’s 2025 B2B Marketing & Sales Predictions report, which offers insights into evolving dynamics within the sector, equipping B2B organisations to anticipate industry challenges and maximise growth opportunities. Key topics include B2B marketing, sales, product strategies, and buyer behaviour insights.

Key Organisational Shifts Facing B2B Marketing Leaders

The report highlights several anticipated changes within marketing and sales leadership. Among them, Forrester notes that CMOs and CSOs across the sector will aim to reorganise their teams, yet many will struggle to meet their revenue objectives effectively. According to the report, only 12% of marketing leaders currently believe their teams’ organisational structure is optimised for revenue growth, signalling an impending wave of internal restructuring. Despite these efforts, the report projects that approximately half of these initiatives will fall short of their objectives.

Another trend outlined in Forrester’s analysis is a shift in how younger buyers approach decision-making. In 2025, over 50% of Millennial and Gen Z buyers are expected to rely on 10 or more external influencers, including peers, social media, and value networks, to guide their purchasing choices. This increased dependence on third-party input may present challenges and opportunities for marketers aiming to appeal to a generation that values diverse opinions and transparency.

AI Investment and Patience on Returns

Forrester’s report also addresses the use of AI in B2B marketing, noting that enterprises invested heavily in AI technologies throughout 2024. However, the timeline for realising a return on investment (ROI) from AI remains longer than anticipated, which may prompt some companies to reconsider or reduce these investments prematurely. Forrester cautions that such scaling back could place businesses at a disadvantage in the long term, particularly as generative AI tools continue to evolve and influence the B2B market.

Chief Research Officer Sharyn Leaver emphasises the critical nature of adapting to these developments, explaining: “Generational buying shifts, combined with the rapid rise of generative AI, are fundamentally altering the B2B buying landscape. B2B leaders experimented with AI boldly in 2024, but their focus will shift to the bottom line. In 2025, leaders must prioritise improving revenue processes and reorient their growth strategies around their customers.”