Social Media Shapes B2B Buyer Decision Journeys
Forrester's 2026 Buyer Insights report (based on more than 17,000 global business buyers) finds social media is the second-most meaningful information source for B2B purchase decisions, trailing only generative AI search tools. The report highlights that Millennials and Gen Zers (63% of respondents) drive platform diversity and engagement preferences, and recommends marketers tailor social strategies, invest in thought leadership, influencer relations, and short-form video.
Key Points
- 1Identifies social media as second-most meaningful information source after generative AI.
- 2Highlights younger buyers (63% millennials/Gen Z) driving demand for immediacy and interaction.
- 3Advises marketers to invest in thought leadership, influencer relations, and platform-tailored engagement strategies.
Scoring Rationale
Large-scale, credible Forrester survey offering actionable guidance, but findings remain high-level without deep methodological detail.
Sources
Public references used for this report.
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