B2B buyer behaviour is evolving rapidly—digital experiences are no longer optional, they’re essential. Younger decision-makers research independently, compare options digitally, and expect seamless, self-service interactions. As AI, automation, and data-driven strategies reshape the landscape, businesses that fail to adapt risk losing their competitive edge.
On 12 March, at the Future-Proof Your Business event in Helsinki, industry experts and business leaders gathered to explore how B2B companies can navigate this transformation.
Before the event, we asked participants about their biggest challenges and goals in sales and marketing transformation. Their responses highlighted key pain points:
- Sales and marketing misalignment
- Lack of data-driven decision-making
- Struggles in engaging modern B2B buyers effectively
We explored these challenges in depth in a dedicated blog post.
Key themes from the event
Throughout the event, several key themes emerged as critical for future-proofing B2B sales and marketing:
- AI & technology-driven sales – leveraging automation and analytics to enhance efficiency
- Brand-building in B2B – moving beyond lead generation to long-term visibility
- Data-driven marketing – aligning insights with personalised, multichannel engagement
- Sales & marketing alignment – breaking down silos, unifying teams under shared goals, and ensuring seamless collaboration to drive business growth.
- Self-service & digital-first experiences – meeting buyers where they are, 24/7
In the following sections, we’ll break down the key takeaways from each session, offering actionable insights to help businesses stay ahead in this digital-first era.
Navigating the new B2B buying landscape with AI & Tecnology
Mika Hyötyläinen, Valve
B2B buying behaviour has changed drastically, with 80% of sales interactions predicted to happen in digital channels in 2025. Buyers form opinions about companies long before engaging with sales, relying on digital content and peer discussions.
To stay competetive, businesses must
- Build strong brand presence in digital channels
- Leverage AI-driven insights to identify patterns in customer behaviour, score leads, and automate engagement
- Align sales and marketing to reduce churn, increase conversion, and attract new customers
Many organisations struggle due to lack of time, disconnected systems, and poor data integration. The key to success is prioritisation—focusing on the most impactful actions and ensuring IT is aligned with business objectives. Start small, build momentum, and integrate AI into everyday operations.
Future-Proofing B2B marketing: how branding builds long-term success
Reetta Thurman, Sanoma
B2B marketing is often seen as serious, rational, and transactional, but that mindset is outdated. Today’s buyers expect engaging, digital-first experiences—similar to what they experience in B2C.
Younger generations are stepping into decision-making roles faster than ever. They do their own research, don’t rely on sales reps, and expect companies to align with their values. Digital is the primary channel where buying decisions are made—audio and video content help cut through the noise. The blend of personal and professional life is stronger than before, meaning B2B brands need to be present across multiple touchpoints.
If your brand isn’t in their minds early, you won’t be in their consideration set when it’s time to buy.
95% of B2B buyers aren’t in the market today, but they will be in the future. This is the 95/5 rule—most marketing efforts should focus on building brand familiarity and trust long before a purchase decision is made.
- Brand-building increases mental availability—buyers must be familiar with your company before they consider buying.
- Focusing only on lead generation ignores the bigger picture. If you’re only talking to the 5% ready to buy, you’re neglecting the 95% who will buy later.
- Sustainability, responsibility, and company values are becoming essential factors in purchasing decisions—brands that fail to communicate these risk becoming irrelevant.
Branding isn’t just about recognition—it’s about trust, credibility, and staying top-of-mind throughout the entire buying journey.
From strategy to execution: how Raute built a data-driven, multichannel marketing engine
Joona Kallinen, Raute
Sales and marketing must operate as one unit, working towards the same goals, using shared data, and reporting under the same structure. At Raute, this alignment ensures that both teams contribute seamlessly throughout the buyer journey, from lead generation to conversion.
Data is at the core of Raute’s strategy, enabling precise audience targeting and lead nurturing. By leveraging market intelligence, customer segmentation, and behavioural insights, Raute ensures that marketing efforts directly drive business growth.
Since B2B decisions take time, companies must provide consistent, valuable content across multiple touchpoints. Raute uses customer success stories, expert-led insights, and targeted sales materials to build trust and guide buyers through the decision-making process.
Operating in global markets, Raute balances global brand consistency with local market adaptations, ensuring relevance across different regions.
While technology enhances sales and marketing, true transformation happens when the entire organisation embraces new ways of working—aligning culture, leadership, and execution.
How to build a scalable marketing engine
- Sales & marketing must work as one – alignment is key for efficiency and impact.
- Use data to drive decision-making – market intelligence, segmentation, and behavioural insights improve engagement.
- Content should support the entire buyer journey – trust-building takes time, and valuable content is essential.
- Balance global messaging with local execution – a flexible approach ensures consistency and market relevance.
- Technology is an enabler, but culture drives transformation – adoption and long-term commitment matter more than tools.
Key ingredients for designing and building tailored B2B digital experiences
Henri Molin, Maya Consulting
B2B sales and marketing are undergoing a fundamental transformation, yet only 30% of digital transformation efforts achieve their targets. One of the primary reasons for failure? Companies prioritise technology before establishing a clear strategy and defining their business needs.
A key challenge is that many organisations fail to identify their core business capabilities before investing in technology. Meanwhile, data is growing at an unprecedented rate—90% of the world’s data has been created in the last two years—yet much of it remains fragmented and underutilised, limiting its potential impact.
At the same time, B2B buyers are more self-sufficient than ever, with over 50% having already made a decision before engaging with sales. This shift demands a digital-first, data-driven approach that empowers buyers throughout their journey.
To future-proof their commercial strategy, companies must focus on three key ingredients
- Identify and define business capabilities – establish a clear strategy by understanding core business functions, aligning goals across teams, and bridging the gap between business needs and technology investments.
- Invest in a structured data platform – a well-integrated data foundation enables AI-driven insights, automation, and predictive analytics, helping businesses personalise engagement and optimise operations.
- Start building self-service experiences – today’s buyers expect 24/7 access to product information, research materials, and digital tools that allow them to evaluate solutions independently—just like in B2C.
By focusing on these three pillars, companies can align technology with real business needs, enhance customer engagement, and drive long-term success in an increasingly digital B2B landscape.
Continue the conversation
Interested in taking the next steps in sales and marketing transformation? Whether you want to explore AI-driven strategies, data-led marketing, brand-building, or self-service solutions, we’re here to help.
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