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When manufacturer, distributor and partner communicate differently, the market notices. A customer receives one version of the proposition from the brand, another from the distributor and a third from the partner supporting them. The result is not more information, but more uncertainty.
Forrester has been emphasizing for years the importance of incorporating artificial intelligence into demand generation for B2B companies. This perspective is especially relevant in an increasingly competitive market environment, where organizations are looking to connect more effectively with their customers.
In modern demand generation , there has been a significant shift from traditional isolated lead generation activities towards a more holistic and progressive strategy.
In the current era, technology has revolutionised the B2B buying journey, enabling potential customers to make purchasing decisions on their own terms and timelines. According to the “2023 B2B Buyers Survey” highlighted by Demand Gen Report, 19% of buyers spend more time researching before making a decision, while 27% involve more people in the process. Previously, sellers were the gatekeepers of information, and potential customers had to contact them directly to get product details. Nowadays, all necessary information is available online, and buyers find it themselves. The B2B buying process increasingly resembles buying a car, where customers research and determine exactly what they want and how much they are willing to pay before approaching a dealership. In this context, marketers must stay ahead of their competitors by investing in high-value content that guides buyers through every stage of their buying journey. One of the most effective ways to do this is with a Demand Gen or demand generation strategy.
Generative AI is revolutionizing all areas of society and marketing is one of the most. As technology continues to advance, its role in all strategies becomes more present.
