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