Marketing & visibility
B2B buyers are changing. Are you?
Buyers self-serve for longer, verify claims independently and increasingly use AI to narrow options. Marketing built for lead capture at the end of the funnel now misses the moment the decision is actually shaped.
What's actually changed
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Why more content isn't the answer
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What earns attention now
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- Specific positioning instead of category language
- Customer evidence that can be checked
- Named experts rather than anonymous brand voice
Where to start
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Weekly thinking for B2B leaders who want to stay ahead.
Individual Authority® by Lucy Pitcher