Four years running, B2B buyers have asked vendors for the same thing. Most still refuse. TrustRadius surveyed 1,862 technology buyers and 444 vendors for its 2026 B2B Buying Disconnect report. Two findings

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sit oddly next to each other. First: 63% of buyers used AI somewhere in their purchase journey. Second: 94% of those buyers fact-check what the AI told them, at least some of the time. So a machine now does the first pass on your company, and a human audits the machine. Both are hunting the same thing — something concrete they can verify. Here's the part that should sting. Transparent pricing has been buyers' number one ask of vendors every year TrustRadius has run the survey, since 2023. Four years of buyers saying 'tell me what it costs', and most vendors still route them to a form. We built demand generation on the belief that withholding information creates a conversation. AI has quietly voided that trade. When the answer isn't on your site, the buyer doesn't fill in the form — they ask a model, the model estimates, and now you're negotiating against a number you never got to set. In regulated markets this was always obvious. If a buyer can't verify a claim, they assume the least flattering version of it. That instinct has now spread to everyone. The cheapest go-to-market upgrade available to most companies this year isn't an AI tool. It's putting the price on the page. What's the one thing your buyers keep asking for that your funnel is still designed to withhold? #B2BBuying #PricingStrategy #DemandGen