94%
are satisfied with their current partners.
2026 B2B Buyer’s Report
Your satisfied B2B clients may already be shopping around.
What makes a B2B brand easier to choose and harder to replace? We asked decision-makers nationwide. Their answers expose the gap between satisfaction and loyalty, the growing influence of AI, and the proof buyers need before they stay, switch, or refer.
Research you can act on. A national, proprietary study of B2B decision-makers involved in selecting, evaluating and managing partners.
Published in September 2026. Margin of error ±7.13% at a 95% confidence interval.
The satisfaction trap
“Happy” doesn’t mean the relationship is solid.
Most buyers like their current partners. That does not mean they have stopped evaluating what else is out there.
59%
expect to review or reconsider at least one partner in the next year.
54%
have considered replacing a partner despite being generally satisfied.
Three forces changing the shortlist
The real risk isn’t failure. It’s a competitor that is easier to justify.
The report maps where buyer attention starts, what earns serious consideration, and why solid performance can still leave an incumbent exposed.
Buyers are looking in more places.
Professional networks, search, peers, social and AI all shape discovery. Visibility has become a multi-channel requirement.
AI is becoming a shortlist engine.
78% use AI to research partners at least sometimes, and nearly half say it surfaced a provider they might not otherwise have found.
Good results may not earn advocacy.
Buyers want proof, trust and value. 41% say results that are good, but not exceptional, hold them back from recommending a partner.
Go deeper with the data
Know what makes buyers stay, before they start looking.
We’ll be hosting a webinar series to walk through the findings, unpack what they mean for B2B leaders, and answer questions about how brands can turn the data into action. Download the report and check the webinar box to receive details as sessions are announced.
Get the report + webinar updates →
Inside the report
What buyers won’t always tell you.
- 1Where decision-makers discover credible new partners
- 2How AI is changing research, comparison and shortlisting
- 3What separates consideration from selection
- 4The moments that turn satisfaction into defection
- 5What earns retention, referrals and additional budget
48%
AI and B2B agency discovery
Percentage of respondents who say that AI introduced a provider they seriously considered
Almost half of respondents say AI helped surface a vendor they might not otherwise have found. If your B2B marketing expertise is difficult for AI and people to understand, compare and trust, your agency may never make the shortlist.
See what else buyers revealed →B2B agency selection FAQ
What marketing leaders ask before choosing an agency.
Straight answers drawn from Carbon’s national study of how B2B decision-makers discover, evaluate and reconsider business partners.
What do B2B buyers look for in a marketing or advertising agency?
B2B buyers look for proven expertise, credible results, trust, clear value and a business case they can confidently defend internally.
How do B2B decision-makers discover new agency partners?
B2B decision-makers discover partners through professional networks, search, peer recommendations, social platforms and AI tools. A coherent multi-channel presence helps an agency enter the shortlist.
Why do satisfied B2B clients consider switching agencies?
Satisfaction does not eliminate switching risk. Buyers may still reconsider an incumbent when another agency offers stronger expertise, clearer proof, better value or an easier-to-defend business case.
How is AI changing B2B agency research and shortlisting?
In Carbon’s study, 78% of respondents use AI to research partners at least sometimes, and 48% said AI introduced a provider they seriously considered.
What can B2B marketing agencies do to become easier to choose?
Agencies can make their positioning, services, expertise and evidence of results consistent and easy to understand across their website, search results, professional networks and AI discovery tools.
Who should download the 2026 B2B Buyer’s Report?
The report is designed for B2B CMOs, marketing leaders, brand strategists, revenue leaders and agency teams that want to understand partner discovery, evaluation, retention, advocacy and switching.
Choosing a B2B marketing or advertising agency? Explore Carbon’s B2B marketing experience and selected work.