What really drives B2B buying decisions in 2026?

In the first episode of The Engine Room, Christine Clancy and Laura Pearsall unpack insights from Prime Creative Media's latest reader survey, exploring how today's B2B buyers are researching, evaluating and making purchasing decisions. Drawing on responses from 856 decision-makers across nine industries, this episode dives into the key shifts shaping B2B marketing – from the growing importance of trust and credibility to the demand for proof-led content and multi-channel engagement. If you're responsible for marketing, sales or growth in a B2B environment, this episode will help you better understand what buyers really think – and what it takes to influence them. In this episode, we cover:  The state of B2B buying in 2026  Trust as the new currency  Buyers wanting proof over promotion  Multi-channel influence is critical  Consistency builds results  One-size-fits-all doesn't work  Campaign of the week  Our Campaign of the Week for this episode is from Bosch Professional Power Tools, highlighting their Electrical Testing Tools via The Tradie.  It's a great example of:  Case study-led content  Multi-channel amplification (print, video, digital, social)  "Create once, publish everywhere" in action  Featuring real users to build credibility and trust  Resources & links  Download the full reader survey report: https://www.primecreative.com.au/buyer-insights-from-b2b-decision-makers/  Bosch Professional Power Tools Electrical Testing Tools campaign video: https://www.tradiemagazine.com.au/tradie-tough-test-boschs-professional-electrical-meters-and-testers/