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TrustRadius and Pavilion Reveal 2024 B2B Buying Trends–B2B Brands Are in Crisis Mode

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B2B technology buyers have doubled down on know-and-try-before-you-buy, making brand awareness more imperative than ever for companies wanting to succeed.

AUSTIN, Texas, June 10, 2024 /PRNewswire/ — Today, in collaboration with Pavilion, the world’s largest private community for go-to-market leaders, TrustRadius published its eighth-annual B2B Buying Disconnect report. Each year, the report identifies the disconnect between B2B technology buying behavior and preference and how sales and marketing teams go to market.

This year’s report titled, 2024 B2B Buying Disconnect: The Year of the Brand Crisis, explores how the dynamics of the self-serve buying journey and the economy have dramatically shifted buyers’ focus to brands they have already heard of and have experience with. Companies that built brand preference and trust are at the top of short lists. From there, buyers’ research is to prove their technology choice to the rest of the buying group and stakeholders.

Top 5 Takeaways in 2024:

Short lists are shrinking. On average, they contain only two or three products. With 71% of buyers ultimately purchasing their top choice, it is imperative to be a frontrunner.Products are shortlisted before research begins. 86% of enterprise buyers short-listed a product they’d already heard of before starting the research process. This makes brands that are top-of-mind more likely to win.Buying group sizes are stabilizing. Similarly to 2023, 96% of buying groups have five or fewer members, and 53% have at least one member of the C-suite.Deal cycles are moving quickly. 87% of buyers (65% enterprise) indicated their purchase was completed within six months.Vendors are spending less on brand awareness. Discretionary marketing spending favors demand generation (53%) over brand awareness (38%).

The findings in this report were gathered and analyzed from the survey results TrustRadius received and verified from 2,164 technology buyers and 243 go to market (GTM) professionals from technology vendors.

“Companies focus heavily on demand generation in 2023,” says Vinay Bhagat, Founder and CEO of TrustRadius. “Demand generation is necessary, but we now see how hyper focusing on that and not intermixing brand awareness throughout the buying journey hurts vendors, especially those in niche markets or who are up-and-coming. Vendors who want to succeed and grow in 2024 and beyond will want to address the findings and insights we lay out in this report.”

To help highlight the importance of brand awareness, TrustRadius collaborated with Pavilion, a global community for B2B leaders dedicated to community-powered learning, to bring this report to life.

Pavilion’s Founder and CEO, Sam Jacobs, says, “B2B technology buyers are having more conversations with their peers about brands with familiar names before making a final purchase decision. Like the driving force for Pavilion, the power of conversations has now hit the marketplace. This is an incredible opportunity for brands to grow closer to their customers, start and join conversations, and truly shine through the competition.”

TrustRadius and Pavilion will discuss this year’s report findings in a LinkedIn Live on Thursday, June 13, 2023, at 12 p.m. ET. Allyson Havener, TrustRadius’ SVP of Marketing and Community, will lead the conversation alongside Pavilion’s Founder and CEO, Sam Jacobs, and Pavilion’s SVP of Marketing, Kathleen Booth.

Register Now

About Pavilion

Unlock your full professional potential—join more than 10,000 of your peers in the world’s largest private community for GTM leaders and their teams.

Achieving success as a GTM executive has never been more challenging. Pavilion provides its members with the skills, tools, and resources needed to advance in their careers, along with a global community built on the values of kindness and reciprocity. With thousands of members across 450+ cities around the world, you’ll never have to go it alone.

Join Pavilion to gain access to our private Slack community, local chapters and events, 50+ Pavilion University courses and schools, a Knowledge Hub, jobs board, conferences and summits, 1:1 matchmaking, and more. Wherever you are in your B2B SaaS career, Pavilion has the tools to support your path. We’ll partner with you from the beginning and ensure you get what you need to make an impact at every stage of your journey. Pavilion is where transformation happens—personally and professionally.

About TrustRadius
TrustRadius is a buyer intelligence platform for business technology. We enable buyers to make confident decisions through comprehensive product information, in-depth customer insights, and peer conversations. We help technology brands capture and activate the authentic voice of customers to improve their products, build confidence with prospects, and engage in-market buyers to improve ROI.

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SOURCE TrustRadius, Inc.

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ADT Secures AI Innovation with Oracle

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ADT estimates it can save more than $3 million over four years and improve application performance by 25 percent by migrating business-critical applications to Oracle AI Database@Google Cloud

Oracle Cloud HCM automatically answers 90 percent of ADT’s basic HR inquiries

LAS VEGAS, Oct. 27, 2026 /PRNewswire/ — Oracle AI World — ADT Inc. (NYSE: ADT), the trusted leader in smart home security solutions, is expanding its use of AI with Oracle AI Database@Google Cloud and Oracle Fusion Cloud Applications. To reduce infrastructure costs, improve application performance, strengthen data security, and bring business data closer to its analytics and AI tools, ADT moved critical applications to Oracle AI Database@Google Cloud. In addition, ADT is leveraging the extensive AI capabilities in Oracle Fusion Cloud Human Capital Management (HCM) to answer employees’ routine HR questions and help managers complete performance reviews faster.

“To develop more intelligent, proactive protection, we need to make it easier for our teams to put critical data to work,” said Dave Scott, executive vice president and chief people and administration officer, ADT. “By using Oracle AI Database@Google Cloud, we are bringing that data closer to the tools our teams use to develop and test new ideas. With Oracle Fusion Applications, we are also using AI to help improve HR outcomes. For example, our new hires get the guidance they need while our managers gain more time to support their teams.”

Bringing Critical Data Closer to AI and Analytics
ADT estimates that moving its billing, tax, and order management applications to Oracle AI Database@Google Cloud can save more than $3 million over four years and improve application performance by 25 percent. The move also brings data from those applications closer to ADT’s Google BigQuery data warehouse, making it more accessible for planned AI projects using Gemini Enterprise. Keeping the data next to the Google Cloud services that use it can also simplify data management, accelerate analyses, and reduce the need to move or duplicate sensitive information. ADT also uses Oracle Database Zero Data Loss Autonomous Recovery Service to help secure and protect critical data, and Oracle Maximum Availability Architecture to enhance availability and disaster recovery of its databases deployed across the three Google Cloud regions it currently uses.

Improving the Employee Experience with AI
With more than 5,000 new hires each year, ADT wanted to give employees a more consistent experience, allow managers to spend more time with their teams, and reduce integration work across its systems. To meet these goals, ADT selected Oracle Cloud HCM, part of Oracle Fusion Applications, to bring HR processes and data together on one platform and take advantage of the latest AI capabilities.

With the AI capabilities in Oracle Cloud HCM, ADT has been able to automate responses to 90 percent of basic HR inquiries. In addition, Oracle Cloud HCM has enabled ADT to reduce HR support tickets by 26 percent, giving HR specialists more time for workforce planning and supporting complex employee needs. For managers, the AI-assisted tools in Oracle Cloud HCM save two to three hours per direct report during performance review cycles. ADT has also built a predictive turnover model in Oracle Cloud HCM that helps leaders identify potential attrition risks by job group and location.

“ADT is taking a practical approach to AI that is delivering results today while creating new opportunities for innovation,” said Nathan Thomas, senior vice president, product management, Oracle. “By bringing critical data closer to its AI and analytics tools, ADT is creating new opportunities to move faster and innovate, while its use of AI in HR is already giving employees more time to focus on higher-value work. Together, these efforts will help ADT continue to deliver smarter, more proactive protection for its customers.”

ADT’s migration to Oracle AI Database@Google Cloud was supported by the Google Solution Line at Insight and Oracle Consulting.

Additional Resources

Customer Story: ADT embraces Oracle AI to improve onboarding and enhance workforce insightsProduct Overview: Oracle AI Database@Google CloudProduct Overview: Oracle Fusion Cloud Human Capital Management (HCM)

About ADT
ADT is a leading provider of security, interactive and smart home solutions serving residential and small business customers in the U.S. Through innovative offerings, unrivaled safety and a premium customer experience delivered by the largest network of smart home security professionals in the U.S., ADT empowers people to protect and connect to what matters most, every second, every day. For more information, visit ADT.com.

About Oracle Fusion Cloud Applications
Oracle Fusion Cloud Applications are a complete suite of cloud applications that form the enterprise system of record, spanning finance, HR, supply chain, manufacturing, sales, service, and marketing. The suite includes Oracle Fusion Cloud Enterprise Resource Planning (ERP), Oracle Fusion Cloud Human Capital Management (HCM), Oracle Fusion Cloud Supply Chain & Manufacturing (SCM), and Oracle Fusion Cloud Customer Experience (CX).

Fusion Agentic Applications extend that foundation into a system of outcomes. They can coordinate and execute end-to-end work toward business objectives, and are designed to operate within the policies, controls, and authority each organization defines. With Oracle AI Agent Studio for Fusion Applications, customers and partners can create, extend, and manage these agents and agentic applications combining trusted enterprise data with the security, data governance, and performance needed to operate at scale.

About Oracle
Oracle offers integrated suites of applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit us at oracle.com.

About Oracle AI World
Oracle AI World is where customers and partners discover the latest product and technology innovations, see how AI is being applied across industries, and connect with experts and peers. Attendees will gain practical tips and insights to drive immediate impact within their organizations and explore how Oracle is helping unlock the full potential of AI. Join the event to see new capabilities in action and hear from thought leaders and industry movers. Register now at oracle.com/ai-world or follow the news and conversation at oracle.com/news and linkedin.com/company/oracle.

Trademarks
Oracle, Java, MySQL and NetSuite are registered trademarks of Oracle Corporation. NetSuite was the first cloud company—ushering in the new era of cloud computing.

Contact:
Ben Wolfson
Oracle 
+1.510.480.5230
ben.wolfson@oracle.com

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/adt-secures-ai-innovation-with-oracle-302920193.html

SOURCE Oracle

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Oracle Unveils New Cloud Networking Innovations for AI

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New Oracle Acceleron capabilities help customers move data efficiently, keep distributed AI workloads running, and securely scale multi-tenant clusters

LAS VEGAS, Oct. 27, 2026 /PRNewswire/ — Oracle AI World — Oracle today announced new capabilities in Oracle Acceleron, Oracle Cloud Infrastructure‘s (OCI) suite of networking and infrastructure technologies that help customers run demanding AI workloads reliably, securely, and at scale.

The latest additions build on OCI’s continued investments in high-performance connectivity, network architecture, host-level acceleration, and security and give customers more flexibility across compute and storage while improving the network’s ability to adapt to changing conditions.

“AI infrastructure can be unforgiving when it comes to network friction,” said Pradeep Vincent, executive vice president, Compute and AI Infrastructure, Oracle Cloud Infrastructure. “When thousands of accelerators are working together, one congested or failed path can have consequences far beyond a single connection. With Oracle Acceleron, we are building a network that can respond by rerouting traffic, recovering from failures, and helping customers scale securely.”

Oracle Acceleron combines dedicated network fabrics, more direct data paths, and a converged NIC to boost performance and lower cost, with host-level zero-trust routing and multi-planar designs to strengthen security and resilience. Its unique software architecture simplifies complex networking operations through a programmable foundation that unifies advanced networking, storage, and security capabilities across a broad range of hardware.

New capabilities span AI data movement, distributed AI communication, and secure multi-tenant AI infrastructure:

AI Data Movement

Oracle Acceleron High-Performance Fabric: Helps customers deploy inference, storage, and HPC workloads with greater performance through RDMA connectivity on OCI front-end compute.Expanded NVMe Block-storage Attachment Options: Helps customers support AI, database, and other data-intensive workloads with NVMe block storage across Oracle Acceleron bare metal and VM shapes improving performance up to 3x.

Distributed AI Communication

Oracle Collective Communications Library: Helps customers keep distributed AI workloads running when network paths fail by spreading collective traffic across OCI’s backend Multiplanar Network. It steers traffic toward healthier paths and helps workloads instantaneously recover when links, ports, or NICs fail, significantly improving the network availability and resilience.Transparent Front-End Multiplanar Networking: Helps customers improve resiliency across compute infrastructure by bringing multiplanar networking to front-end networks, with built-in transparent path selection and failover, as well as transparent congestion control for front-end RDMA traffic.

Additional Resources

Learn more about new Oracle Acceleron capabilities and innovationsLearn more about Oracle Cloud InfrastructureLearn more about Oracle Cloud NetworkingLearn more about Oracle Acceleron

About Oracle
Oracle offers integrated suites of applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit us at oracle.com.

About Oracle AI World
Oracle AI World is where customers and partners discover the latest product and technology innovations, see how AI is being applied across industries, and connect with experts and peers. Attendees will gain practical tips and insights to drive immediate impact within their organizations and explore how Oracle is helping unlock the full potential of AI. Join the event to see new capabilities in action and hear from thought leaders and industry movers. Register now at oracle.com/ai-world or follow the news and conversation at oracle.com/news and linkedin.com/company/oracle.

Future Product Disclaimer
This press release is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, timing, and pricing of any features or functionality described for Oracle’s products may change and remains at the sole discretion of Oracle Corporation.

Forward-Looking Statements Disclaimer
Statements in this article relating to Oracle’s future plans, expectations, beliefs, and intentions are “forward-looking statements” and are subject to material risks and uncertainties. Many factors could affect Oracle’s current expectations and actual results, and could cause actual results to differ materially. A discussion of such factors and other risks that affect Oracle’s business is contained in Oracle’s Securities and Exchange Commission (SEC) filings, including Oracle’s most recent reports on Form 10-K and Form 10-Q under the heading “Risk Factors.” These filings are available on the SEC’s website or on Oracle’s website at oracle.com/investor. All information in this article is current as of October 27, 2026 and Oracle undertakes no duty to update any statement in light of new information or future events.

Trademarks
Oracle, Java, MySQL and NetSuite are registered trademarks of Oracle Corporation. NetSuite was the first cloud company—ushering in the new era of cloud computing.

 

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SOURCE Oracle

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Oracle Introduces Oracle Media Fabric

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Integrated platform brings together AI-powered production, enterprise media models, and distributed video delivery to help media companies, streaming providers, and brands get more value from their content

LAS VEGAS, Oct. 27, 2026 /PRNewswire/ — Oracle AI World — Oracle today announced Oracle Media Fabric, an integrated platform designed to help media companies, streaming providers, and brands reduce content production time and cost, distribute and stream high-quality video at scale, and create more personalized experiences for viewers. The platform brings sophisticated content creation and streaming capabilities once available only to the largest proprietary streaming platforms to content creators of all sizes. By connecting AI-powered creative tools with next-generation video delivery infrastructure built around open standards, Oracle Media Fabric enables audience-specific advertising, tailored programming, and shared viewing experiences built around what audiences care about.

“Creating content and delivering it to viewers were separate processes,” said Clay Magouyrk, CEO, Oracle. “With Oracle Media Fabric, we’re bringing content creation and streaming together, using AI across the entire production and distribution workflow. That helps creators reduce production time and cost, make better use of their existing content, and tailor viewing experiences for different audiences in real-time.”

Oracle Media Fabric brings together Oracle Creative Studio, Oracle AI Media Models, and Oracle Video Edge to help customers create, adapt, and deliver content. It includes safeguards to help protect customers’ intellectual property (IP) and reduce the risk of generated content infringing the IP rights of others. Powered by the Oracle Creative Studio and Oracle Video Edge, the Oracle Adaptive Media Platform connects creation and delivery to enable audience-specific advertising, personalized programming, and shared viewing experiences.

Oracle Creative Studio: Helps professional media teams and a broad range of creators turn ideas into storyboards, scenes, cinematic video, visual effects, and virtual characters. As an AI-powered production suite, it brings together Oracle AI Media Models and leading third-party models through a flexible, model-agnostic platform that can select models for each creative task based on requirements for security, provenance, cost, and IP protection.Oracle AI Media Models: Help media studios and entertainment companies accelerate content creation while maintaining creative control. The Oracle-developed models focus on video generation, image generation, and image editing, enabling governed, large-scale media processing, intelligent curation and search, and frontier-model customization on Oracle Cloud Infrastructure (OCI).Oracle Video Edge: Helps broadcasters and streaming providers maintain high video quality and low latency during large-scale live events, helping ensure viewer playback starts fast and remains smooth as audience sizes peak. The AI-enabled managed platform uses real-time network and playback information to coordinate capacity and direct viewers to suitable delivery locations across OCI and participating content delivery networks and internet service provider networks.Oracle Adaptive Media Platform: Helps connect creation and delivery, enabling customers to develop audience-specific advertising, personalized programming, and shared viewing experiences. Brands can generate variations of a base advertisement within brand guidelines and approval rules, helping reduce the time and cost of creating multiple versions.

By helping broadcasters and streaming providers understand how audiences respond to programming and advertising, Oracle Media Fabric can inform more engaging experiences, strengthen viewer relationships within customers’ applications, and create new opportunities to monetize content. Oracle Media Fabric is planned to be available within the next 12 months.

About Oracle
Oracle offers integrated suites of applications plus secure, autonomous infrastructure in Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit oracle.com.

About Oracle AI World
Oracle AI World is where customers and partners discover the latest product and technology innovations, see how AI is being applied across industries, and connect with experts and peers. Attendees will gain practical tips and insights to drive immediate impact within their organizations and explore how Oracle is helping unlock the full potential of AI. Join the event to see new capabilities in action and hear from thought leaders and industry movers. Register now at oracle.com/ai-world or follow the news and conversation at oracle.com/news and linkedin.com/company/oracle.

Trademarks
Oracle, Java, MySQL, and NetSuite are registered trademarks of Oracle Corporation. NetSuite was the first cloud company—ushering in the new era of cloud computing. 

Future Product Disclaimer
The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, timing, and pricing of any features or functionality described for Oracle’s products may change and remains at the sole discretion of Oracle Corporation.

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/oracle-introduces-oracle-media-fabric-302920225.html

SOURCE Oracle

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