COVENT GARDEN, U.K. - s4story -- Global research from Adience reveals growing frustration among B2B buyers with traditional sales approaches, with many reporting that time-wasting tactics undermine trust and slow decision-making. Nearly one-third (30%) of buyers say vendors waste their time with repetitive discovery questions and irrelevant materials.

The study of 350 B2B buyers across the US, Europe, APAC, and Africa/Middle East highlights a growing "B2B Buyer Backlash". Buyers increasingly want vendors to act as partners who help them navigate complex decisions rather than push products. Despite the shift toward buyer-centric selling, many vendors still fall short.

The research identifies "discovery theatre" as a major frustration, where drawn-out sales processes rely on repetitive questioning and generic materials that offer little value. Key complaints include poor discovery questions (30%), irrelevant content (29%), lack of industry understanding (29%), and an excessive focus on product features over business impact (27%).

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Joe Kopyt, Director of Integrated Marketing at Responsive, 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."

The findings also show that while AI is increasingly expected in B2B sales, poorly executed automation can damage credibility. One in four buyers (26%) say obvious AI-generated communication is a turn-off, although one-third (33%) believe AI capability will be a key differentiator for vendor teams in the coming years.

Chris Wells, Managing Director, Adience (https://www.adience.com/blog/insights/the-b2b-buyer-backlash-2025-2026-report/), says:
"The best discovery builds confidence, not fatigue. Vendors that simplify, listen, and personalize earn trust fastest. Adience can help you develop messaging frameworks that turn research into a one-page, buyer-specific proof."

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Ant Newman, Director of Content at Spectro Cloud, says:
"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."

Methodology
Survey of 350 B2B buyers across the US, Europe, APAC, and Africa/Middle East, including procurement (n=100) and non-procurement roles (n=250), conducted between July 2–17, 2025.

About Adience
Adience is a global B2B market research consultancy helping organisations make smarter sales and marketing decisions through research with senior decision-makers across industries, including technology, fintech, logistics, construction, and industrial sectors.