New Research! AI-Driven GTM: How B2B Teams Find, Prioritize, & Engage Buyers

saraboostani

We have a new report out today — AI-Driven GTM: How B2B Teams Find, Prioritize, & Engage Buyers.

We surveyed 427 B2B practitioners on how they identify and engage buyers, and specifically on how AI has entered that process. What we found is that AI has moved in everywhere but changed very little about the underlying decision model.

Every organization we surveyed uses AI in some capacity for GTM, which sounds like transformation. But the signals teams still report relying on and trusting most are known, individual-level engagement — form fills, contact-me requests — signals that arrive after buyers have spent 6 to 8 months in what we call the Selection Phase: silent deliberation where buying teams rank their shortlist and choose a favorite that goes on to win the deal nearly 8 out of 10 times. Almost all of that activity is invisible to teams that aren't tracking anonymous signals (6 in 10 GTM teams are not). Most organizations are optimizing for the moment influence ends rather than the moment it begins. And the teams that hold these mental models are also the ones configuring how AI operates. Two thirds are defining those conditions through rules-based logic alone or in combination with predictive models — encoding the same assumptions into the technology meant to replace them.

AI is everywhere. But the lead-centric model is too.

There's a lot more in the report, which you can access here.

@Kerry

Kerry

This report surfaces a lot of what is holding marketing orgs back in their use of AI. I'm really hoping everyone will have a read. We summarize findings at the top and bottom, so doesn't have to be a major commitment.