The B2B buyer backlash: how vendors can break through in 2026

Why the rules of engagement are changing fast

B2B buyers are losing patience. Nearly a third say vendors waste their time with repetitive questions, irrelevant decks, and “discovery theatre” – motions that look consultative but don’t add value.

Our latest research explores how buyer expectations are shifting, what they now consider a waste of time, and how vendors can rebuild trust in a market where attention is scarce.

The findings show that success no longer comes from price or pitch, but from partnership. Buyers want vendors who listen, simplify, and personalise.

One in four buyers say they can spot the misuse of AI instantly. Yet when used with purpose and guardrails, AI can help vendors analyse faster, tailor better, and – in the words of Adience’s Managing Director Chris Wells – build confidence, not fatigue.