Let’s get real—AI isn’t coming for B2B marketing. It’s already here, and it’s shaking the foundation of how buyers find, evaluate, and choose vendors. If you’re still treating AI like some futuristic gadget, you’re missing the point. Buyers—especially Millennials and Gen Z, who now make up over two-thirds of B2B decision-makers—are digital-first, AI-empowered, and want answers on their terms.
Here’s the kicker: up to 90% of B2B buyers now use AI tools like ChatGPT to research vendors, and 83% of the buying journey is spent on independent, self-directed research, often before a sales rep gets a whiff of the deal.
So, how do you adapt? Let’s walk through the journey, stage by stage.
If you’ve followed my work, you know I love a good framework. The Marketing Hourglass breaks the customer journey into seven down-to-earth stages:
Now, let’s see how AI is changing the game at every turn.
Structure your content for both humans and algorithms. Use question-and-answer formats, clear headings, and direct answers to likely buyer queries. That’s how you win in both AI and old-school search.
- Deploy AI for targeted nurturing, follow-ups, and website experiences.
- Use AI analytics to see which advocates and channels yield the best results.
- Don’t chase every shiny AI toy. Use AI to serve your core strategy and customer needs, not the other way around.
AI is transforming the B2B buyer journey, making it more buyer-driven, personalized, and efficient than ever before. Marketers who embrace these tools will thrive while staying focused on strategy and customer value. Don’t just keep up with the evolving buyer; shape the journey to your advantage.
Remember: Marketing has always been about understanding and serving your customer. AI just lets us do it deeper and smarter. Blend your expertise with AI’s muscle, and you’ll build not just more customers, but more loyal fans who come back and refer others.
