Annual Report Addresses the Trust Crisis Reshaping B2B Buying Experiences

BOCA RATON, FLORIDA / ACCESS Newswire / January 7, 2026 / INFUSE, a global demand generation leader, today released its annual Outlook 2026 report, revealing how B2B organizations can navigate the widening gap between information abundance and buyer trust. The Outlook synthesizes proprietary research from more than 2,300 B2B go-to-market (GTM) leaders and provides actionable frameworks for GTM teams facing unprecedented buyer complexity.

Report highlights critical confidence challenges

The Outlook 2026 report addresses what INFUSE identifies as the paradoxical challenge of modern GTM: despite unprecedented access to information, buyers are experiencing lower confidence than ever in their decision making. This fundamental disconnect between abundant data and diminished purchase confidence forms the cornerstone of the report's thesis.

"Buyers do not need more content. They need more confidence," said Alexander Kesler, Founder & CEO of INFUSE. "Research reveals that 61% of the buying journey occurs before any seller contact, yet most organizations still operate as if they control the discovery process. More stakeholders are involved in the B2B buying process than ever before, yet decisions are being made faster. Outlook 2026 provides a roadmap for building the trust architecture that B2B buyers demand."

Proprietary research reveals buyer priorities

The INFUSE Voice of the Buyer 2026 survey uncovers critical shifts in B2B purchasing behavior: 89% of B2B buyers use genAI in their research, they are progressing more rapidly through the dark funnel, and 29% of enterprise buying groups now include 10 or more stakeholders. These findings underscore the growing complexity of B2B decision making.

Complementary insights from the INFUSE Voice of the Marketer 2026 survey reveal a parallel challenge: AI adoption accelerates across marketing organizations, yet many teams struggle to translate implementation into measurable revenue outcomes. The report provides frameworks for bridging this gap through disciplined deployment.

Three strategic chapters guide implementation

The Outlook 2026 delivers actionable guidance through three comprehensive chapters.

Discoverability-to-Revenue: A framework for establishing systematic presence across the dark funnel, where buyers conduct anonymous research before engaging sellers. The chapter introduces trust architecture as the foundation for converting discovery into pipeline.

The Buyer-led GTM Framework: Strategies for enabling entire B2B buying groups through persona-specific content and technical validation. The chapter addresses how organizations can build confidence across stakeholders with competing priorities.

The AI Implementation Handbook: A roadmap to maximize outcomes throughout the B2B buying journey, with each use case, built and tested by INFUSE GTM strategists, includes maturity indicators enabling GTM teams to match their implementations to current capabilities, with clear execution guidance and success metrics.

Access the full report

The complete INFUSE Outlook 2026 report is available at outlook.infuse.com. The publication includes self-assessment tools, implementation frameworks, and regional analysis across North America, EMEA, and APAC markets.

About INFUSE

Demand Excellence Delivered

We are INFUSE, a global B2B demand and revenue marketing performance company.

At the heart of INFUSE is a demand engine powered by data: first-party buying groups, deep intent signals, and exclusive competitor and market intelligence insights. This AI-driven demand engine ensures precision targeting across in-market buyer and account profiles to drive qualified interest. Omnichannel outreach and INFUSE-exclusive marketing programs identify and engage prospective buying groups throughout their journey.

To optimize your investment and deliver on your lead-to-revenue performance goals, INFUSE demand generation tools and professionals are available in over 75 countries across all time zones. We proudly work with industry-leading brands such as VMware, ServiceNow, Google, AWS, Microsoft, Palo Alto Networks, and many others.

Media Contact

Victoria Albert, CMO, INFUSE
albert@infuse.com

SOURCE: INFUSE