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You are here: Home / Archives for b2b buying decisions

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Marketers Help B2B Buyers Use AI for Better Buying Decisions

A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State of Business Buying report from Forrester finds that 89% are currently using AI in at least one area of their purchase process. And … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing Strategy, Uncategorized Tagged With: b2b buying decisions, buyer alignment

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Brand vs. Demand: A False Choice in B2B Buyer Journeys

b2b brand vs demand is a false choice

I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand and demand belong in the same story. Brand vs. demand is a false choice. You need to account for this in your GTM … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, b2b buying decisions, continuum experience

Ardath Albee Leave a Comment

What Happens When B2B Buyers Start Using ChatGPT?

For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant … [Read more...]

Filed Under: B2B Buyer Experience, B2B Marketing, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buying decisions, buyer enablement, content marketing effectiveness

Ardath Albee Leave a Comment

Use B2B Buyer Personas to Gain Consensus on Objectives

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Personas Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

Ardath Albee Leave a Comment

Why Buyer-Driven Qualification Beats BANT

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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  • Marketers Help B2B Buyers Use AI for Better Buying Decisions
  • Align B2B Buyer-Driven Experiences to The Bigger Picture
  • Brand vs. Demand: A False Choice in B2B Buyer Journeys
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Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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