Story thread · 2 reports / 2 sources

Don’t let the age of AI make you forget the B2B buyer is human

fastcompany.com · 2hShare

Today, as I look across tech, industrial, and professional services, I see hundreds of companies doing extraordinary work. However, far too often, their most persuasive, human stories are hidden from current and prospective customers. I see marketing leaders holding onto outdated assumptions about why B2B buyers really make decisions. And I see executives, marketers, and customers missing the point about what AI does well and what it can never replace. It’s clear that B2B marketers have never had more sophisticated tools at their disposal. Here are three myths they need to bust if they want to get the most out of those tools, and the people who use them. Myth #1: Long sales cycles can be measured with short-term metrics B2B purchases are frequently made by multiple decision-makers, after extensive research, over months or even years of consideration. Yet the marketing to influence them is often managed by short-term metrics. The key to better B2B sales outcomes—and better decision-maki

First report: Adjusting to the modern B2B buyer journey — nrn.com, 1d