Mark Osborne explains how AI has become a critical early touchpoint in B2B buying. Forrester found that 89% of B2B buyers use AI at some point in their purchase journey, and companies that ignore this risk being blocked from reaching customers entirely.
Absolutely. It's put a blocker between you and your customer in a lot of cases, right? Because they are first gonna turn to AI. And we know a lot of things about the way that people interact with AI. So we know that 89% of B2B buyers, now this is a Forrester stat, turn to AI at some point during a complex buying process, right? 89%. So it's safe to assume virtually it's having a role or it's having some level of influence for virtually every brand. That's gonna differ based on your ICP and things like that. But we also know that they relate to it very different to search. They trust it. People trust AI. It's a— and that gives it a very different role. It's not a discovery channel. It's not something that they go to and they say, what's the best CRM solution for me? And it sends you to Salesforce or it sends you to HubSpot. It's something that they talk to at every stage of their journey, from problem awareness through to actually looking for solutions.
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