New global research shows B2B buyers want vendors to simplify engagement, personalise interactions, and use AI more intelligently

B2B buyers are becoming increasingly resistant to traditional sales approaches, according to new research from Adience, with many reporting frustration at time-wasting tactics that undermine trust and slow decision-making. Nearly one-third (30%) of buyers surveyed say vendors waste their time with repetitive discovery questions and irrelevant materials, contributing to deal fatigue and stalled progress.

The findings point to a growing “B2B Buyer Backlash” that is expected to shape vendor behaviour through 2026. Buyers are no longer looking for vendors to push products — they want partners who help them navigate complex decisions. Despite years of discussion around buyer-centric selling, the research shows many vendors still fall short, leaving buyers feeling sold to rather than supported.

 

From selling to supporting

Based on a survey of 350 B2B buyers across the US, Europe, APAC, and Africa/Middle East, the research highlights a clear shift in what buyers value. Discounts and aggressive sales tactics are losing ground to clarity, relevance, and alignment with business goals.

Chris Wells, Managing Director, Adience, says:

“The seller’s job is to help buyers take the right decisions and make the right choices. The best discovery builds confidence, not fatigue. Vendors that simplify, listen, and personalise earn trust fastest.”

 

Discovery fatigue tops buyer frustrations

A central theme emerging from the research is what Adience describes as “discovery theatre” — drawn-out sales processes characterised by repetitive questioning and generic presentations that deliver little value. Buyers identified their biggest frustrations as:

• Asked poor or repetitive discovery questions (30%)
  
  
• Shared irrelevant decks, PDFs, or demo links (29%)
  
  
• Didn’t understand our industry or use case (29%)
  
  
• Focused on features over business impact (27%)
  
  
• Didn’t answer all RFP questions (27%)
  
  
• Tried to bypass procurement (26%)
  
  
• Misused AI (robotic tone, obvious autofill, or wrong facts) (26%)
  
  

Joe Kopyt, Director of Integrated Marketing at Responsive — a leading AI-powered proposal and sales enablement platform, says:

“What really resonates is the idea of ‘discovery theatre’. We’ve all sat through pitches where the vendor asks the same tired questions. Buyers want insight and relevance — the ones who listen, not lecture, are the ones we remember.”

 

AI raises expectations — and risks

The research also highlights a nuanced view of AI in B2B sales. While buyers increasingly expect vendors to be AI-literate, poorly executed or overly automated outreach is actively turning them away. One in four buyers (26%) say obvious AI-generated communications are a turn-off, yet one third (33%) believe AI competence will define the strongest-performing vendor teams over the next two years.

Chris Wells adds:

“Buyers want vendors who can interpret data, understand context, and run fair, efficient evaluations. Let AI speed analysis and drafting, but keep a human layer for tone, accuracy, and context. Vendors who master this balance between human insight and smart technology will lead the next era of B2B engagement.”

 

Ant Newman, Director of Content at Spectro Cloud — a next-generation Kubernetes management platform, agrees:

"What we're seeing is that AI is helping target our marketing and sales outreach and distil the huge amounts of information and insight available during the sales process.

But once the conversation starts, the best sales teams still have to build trust and real human connections, lead with value not features, and challenge their customers with bold new perspectives. AI can assist in the process, but it can't replace those skills."

 

B2B success

In response to these findings, Adience has launched its Buyer-ready Playbook, offering practical guidance for vendors looking to rebuild trust and adapt to evolving buyer expectations. The playbook covers how to streamline discovery, personalise engagement, and use AI in ways that enhance — rather than undermine — credibility.

 

Methodology
 Survey of 350 B2B buyers across the US, Europe, APAC, Africa/Middle East.
 Roles: procurement (n=100) & non-procurement (n=250).
 Industries: technology, financial services, healthcare, insurance, media and entertainment, manufacturing/automotive, and other.

 Fielded as a single pulse: four multi-select questions.
 Fieldwork ran from July 2nd to July 17, 2025.

 

About Adience
Adience is a global B2B market research consultancy dedicated to helping organisations make smarter sales and marketing decisions. We specialise exclusively in business-to-business research—working with senior decision-makers in sectors such as transport & logistics, SaaS, fintech, IT hardware, construction, and industrial.

With a senior team rooted in consultancy and strategy, we deliver custom, actionable insights—not just data—to drive change and growth for clients.