AI & B2B buying
Buyers are changing. Is your marketing keeping up?
By Lucy PitcherPublished Updated
B2B businesses have always relied on a familiar mix of reputation, relationships and referrals to win work. That hasn't changed. But the way your prospects research and choose suppliers has.
Buyers are increasingly using AI
Buyers are increasingly using AI to research businesses, compare suppliers and inform their decisions.
And the AI tools they use look for much more than corporate messaging. They look for expertise, experience and evidence from the real people behind the business.
Reputation, positioning and visibility need to work together
That means your positioning, reputation and visibility need to work much harder together, with far more emphasis on visible, credible people.
People will still buy from people
Because in an AI world, people will still buy from people. They'll just increasingly ask AI which people they should be buying from.