The Vendor Assessment Shortlist: Credibility Signals B2B Buyers Always Validate
…and needs. A 2026 report from Forrester uncovered that generative AI (gen AI) searches are an increasingly popular starting point for research and discovery. Buyers are relying more on their internal and external networks to validate purchase and procurement decisions. How marketing and sales teams reach their buyer audiences has fundamentally changed because of AI search. What vendor assessment really boils down to now is credibility and value. …
