Capturing software demand in 2026: Lead-generation strategies for vendors

Optimism about business growth is boosting software budgets

More than four out of five companies worldwide, including those in the US, anticipate business growth in 2026, according to our survey. That optimism is reflected in spending plans, with most organizations increasing their software budgets this year. US firms, in particular, continue to invest at high levels, building on last year’s strong average spend.

Why it matters

Buyers are ready to invest, and competition is heating up. Most plan to increase software spending by 5% to 15%, while nearly two out of five expect increases of 15% or more compared to last year. For vendors, this creates a narrow window to influence decisions while buyers are still comparing options.

What’s driving higher software investment in 2026

As business needs evolve, buyers are prioritizing flexibility and new capabilities in their software decisions. Many organizations are expanding user access, adopting AI features, responding to pricing changes from existing vendors, or adding services and support to meet operational demands.

Rather than maintaining the status quo, buyers are reassessing their software stacks and looking for solutions that align with current and future requirements. Investment decisions increasingly reflect the need to balance innovation, cost management, and long-term scalability.

Why it matters

Buyers are not only renewing existing tools. Many are upgrading, expanding, or replacing software to address new priorities. Increased interest in AI, combined with expectations for flexible pricing and clearer value, means vendors must communicate how their products adapt to changing needs.

Vendors that make their functionality, pricing models, and roadmap direction easy to understand are better positioned to stand out during evaluation.

Vendors must address buyers’ top challenges during evaluation

Beyond features, buyers are looking for guidance. Many expect vendors to help them manage security concerns, adopt AI responsibly, integrate new tools with existing systems, and handle data requirements. As organizations prioritize IT security, generative AI (GenAI), IT management, and customer relationship management (CRM), vendor expertise plays a central role in the buying experience.

Why it matters

Trust is built when vendors address buyer concerns directly. Buyers respond to clear explanations of how products handle security, integration, and compatibility, as well as how vendor teams support implementation and adoption.

Providing transparent information and practical guidance helps buyers feel more confident throughout the decision process.

Now is the right time to invest in software lead-generation

Software buyers in 2026 are optimistic, increasing budgets, and actively evaluating new solutions. At the same time, competition for attention is growing as more vendors enter crowded categories.

Vendors that invest in software lead generation through PPC and PPL campaigns on Digital Markets can connect with high-intent buyers at critical points in the research journey. Success this year will favor vendors that anticipate buyer needs, communicate value clearly, and maintain an up-to-date presence where buyers are already searching.

Taking action now helps ensure your brand remains visible, credible, and aligned with how software buying decisions are made today.

Methodology

*Digital Markets’ 2026 Software Buying Trends Survey was conducted online in August 2025 among 3,385 respondents in Australia (n=281), Brazil (n=278), Canada (n=293), France (n=283), Germany (n=279), India (n=260), Italy (n=263), Mexico (n=288), Spain (n=273), the U.K. (n=299), and the U.S. (n=588), at businesses across multiple industries, ages (1 year in business or longer), and sizes (5 or more employees). Business sizes represented in the survey include: 1,676 small (5-249 full-time employees), 822 midsize  (250-999), and 887 enterprise (1,000+).

The goal of this study was to understand the timelines, organizational challenges, research behaviors, and adoption processes of business software buyers. Respondents were screened to ensure their involvement in business software purchasing decisions.

For the purposes of this report, disappointed buyers are defined as those who experienced both an unexpected business disruption resulting from software implementation and purchase regret (n=1,368), while successful buyers are those who did not experience disruption or regret (n=1,147).