Most B2B deals are lost long before the first sales call. In this episode of MATCH B2B INSIGHTS, we unpack a hard truth many Israeli B2B leaders are only starting to face: buyers are now in control. Decisions are formed early, research happens quietly, and shortlists are locked in before sales ever gets involved. Drawing on fresh market data, real stories from the field, and hands-on experience working with global buying teams, we explore why feature-driven selling no longer works, how buying groups actually make decisions, and what it takes to be chosen in a risk-averse, outcome-driven market. You’ll hear why case studies outperform campaigns, how AI is reshaping buyer behavior without replacing human trust, and which metrics truly matter when winning deals is about credibility, not noise. If you lead a B2B company, manage sales or marketing, or are responsible for growth in global markets, this episode will challenge how you think about visibility, trust, and closing deals in 2025. Listen before your buyers decide without you.