Your buyer's research used to take 12 weeks. Now it takes 4 minutes. Your buyer’s research used to take twelve weeks. Now it takes four minutes (!). That was the first slide Keith Holloway and I put up in our webinar, “The AI Enabled Buyer”, and it’s the theme that we unpacked and made actionable. A CFO buying expense software in 2023 spent three months comparing eight vendors. The same CFO today opens ChatGPT, asks one good question, and gets back five names with a comparison table before the coffee’s done.
The Content Gap in the B2B Buying Process There’s a stat that gets cited in every B2B content marketing article: “buyers are X% through the process before they talk to sales.” You’ve seen it. The number changes depending on who’s publishing it. Gartner says 67%. Forrester says 75%. The point is always the same: buyers are doing a lot of research on their own. But nobody talks about this part. If buyers are doing all this self-directed research, then the content they find during that research IS your sales process.