In recent years, the B2B buying landscape has undergone a significant transformation. According to Forrester’s 2025 B2B Marketing & Sales Predictions, more than half of large B2B transactions ($1 million or greater) will be processed through digital self-serve channels, including vendor websites or marketplaces. This shift indicates that marketing has become the primary driver in communicating product value-based outcomes, a role traditionally held by sales teams.
Marketing’s Leadership in the Self-Serve Buyer Journey
The rise of self-serve buying has empowered buyers to conduct research, evaluate options and make purchasing decisions independently. This autonomy has led to a diminished role for sales representatives in the early stages of the buying process. Marketing now plays a pivotal role in providing the necessary information and resources to guide buyers through their journey.
Challenges in Product Demonstrations Amid Global Disruptions
Manufacturers – especially those in the Fortune 500 – face significant challenges in showcasing their products due to global disruptions. Trade policies and tariffs have led to increased shipping costs and delays, impacting the timely delivery of products for demonstrations. For instance, companies like Caterpillar and Tesla have reported substantial cost increases and delays due to tariffs, affecting their ability to engage with potential clients effectively.
A Solution for Modern Marketing Needs
To address today’s market disruptions and evolving buyer expectations, AI-powered platforms like Kaon Demo360 are transforming how companies engage prospects and communicate differentiation across every stage of the B2B customer journey. These platforms enable marketing, sales, sales enablement and event teams to leverage interactive, value-driven product demonstrations – eliminating the dependency on physical products and overcoming barriers such as shipping delays, logistical constraints, and rising costs.
As buying cycles grow more complex and digital-first engagement becomes the norm, the ability to communicate product value and business outcomes clearly, consistently and at scale has become a strategic differentiator. With Demo360, organizations gain the agility to deliver personalized, immersive product stories that resonate with buyers, empower sales conversations, enhance trade show effectiveness, and drive measurable business impact regardless of location or channel.
