EPISODE 44 | January 30, 2026
Building Trust with Buyers in the AI Era
New research reveals 74% of B2B buyers are not 'very satisfied' with vendors - how to capture competitive displacement opportunities in 2026
Key Takeaways
- 74% dissatisfaction opportunity: Only 26% of buyers are 'very satisfied' with vendors - the remaining 74% are either somewhat satisfied (48%), neutral, or dissatisfied, creating massive competitive displacement opportunities
- Inertia is not loyalty: 'Somewhat satisfied' means 'you haven't given me a reason to leave, but you haven't given me a reason to stay' - incumbents are doing just enough to not get fired, not delighting customers
- Innovation is the #1 gap: When asked why satisfaction is low, the top answer was vendors failing to deliver promised innovation - not just for today's problems, but for tomorrow's challenges
- Buying cycles are accelerating: Research confirms deals are moving faster to meet expectations of technology impacting business outcomes - the market is not slowing down
- 2026 is displacement year: Despite uncertain times, the data shows enormous opportunity for tech vendors to break through by innovating beyond the status quo and capturing dissatisfied buyers
Guest
Victoria Albert, CMO
Infuse
Infuse
Key Topics
Buyer Trust Research, Competitive Displacement, B2B Buyer Satisfaction, Vendor Innovation, Buying Cycle Acceleration, Market Opportunity 2026
Tags
buyer trust, competitive displacement, b2b satisfaction, vendor innovation, buying cycles, market research, infuse
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