“The buyer journey didn’t get shorter - it just got smarter.”
— Edelman & LinkedIn B2B Thought Leadership Impact Report 2025
As 2025 draws to a close, one truth stands out: the B2B buyer has evolved faster than the marketing models designed to reach them.
We are entering a new age of B2B marketing, where the playbook needs to be re-written - and darned fast!
Across every major study — from Edelman × LinkedIn to NetLine, Foundry, TechTarget, and IAB Europe — the story is the same: attention is scarce, trust is fragmented, and the buying committee looks more like a network than a funnel.
Here’s what the data says about how B2B audiences now consume, evaluate, and buy — and where we go next.
The Self-Directed Buyer Has Gone Global
“63 % of decision-makers now actively seek thought leadership before engaging a vendor —…
