John Buten
Principal Analyst
Author Insights
Blog
Will Zero-Click Search Kill My B2B Website?
In the fall, we announced that B2B buyer adoption of generative AI was outpacing expectations, with 89% of buyers using genAI in their buying process. Six months later, B2B providers are starting to see the impact in their metrics and facing urgent questions from their executive teams.
Blog
The Future Of B2B Buying Will Come Slowly … And Then All At Once
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.
Blog
OK, AI, Buy Me Some Enterprise Software
If your buyers use generative AI to research your product and don’t put you on their shortlist, how would you even know? B2B buyers are rapidly adopting genAI, changing how they shop, so B2B companies need to start preparing for much smarter shoppers.
Blog
Portfolio Marketing Must Act As A Compass Through Shifting Seas In 2023
By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty.
Blog
Positioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.