Podcast 1: All change for B2B buying in 2026 🎙️

B2B buying has changed — not gradually, but fundamentally. Today, most buyers complete the majority of their decision-making long before they ever speak to a vendor, navigating a complex mix of digital research, peer insight, analyst perspectives and increasingly, AI-driven discovery.

In this first episode of the Gilroy Growth Series, we explore how buyer behaviour is evolving, why traditional funnel thinking no longer reflects reality, and what this shift means for marketing, sales and growth leaders. Drawing on research from Gartner, McKinsey, Forrester, Bain and our own experience at Gilroy, the conversation focuses on where confidence is really built, how the “dark funnel” shapes decisions, and what organisations must adapt to stay relevant. Listen below.