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How B2B Marketers Can Respond to AI-Accelerated Buying Cycles
AI Reshapes How and When B2B Buyers Evaluate Brands
AI is speeding up B2B buying during the early research stage, but with less direct vendor contact. To stay competitive (and make AI work for them), B2B marketers must strengthen brand materials and the buyer experience—or risk losing ground during evaluation.
Key Question: How should B2B marketers respond to AI’s acceleration of the buyer journey?
Key Stat: 43% of US B2B buyers use AI tools during consideration, the highest share across the path to purchase, per Google and National Research Group (NRG).
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authors
Kelsey Voss
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