Inside The AI-Led Buyer Journey
IDC, Tuesday, November 25th, 2025
For years, B2B marketing revolved around the funnel. Awareness led to consideration, then to decision. It was a clean, linear model that helped teams structure campaigns and measure success. But that model was built for a predictable buyer, and today's buyers don't follow the same rules.
Modern B2B buyers are using AI tools to guide their own discovery, compare vendors, and evaluate fit long before they ever engage with sales. They expect interactions to be immediate, relevant, and personalized. They're in control of how, when, and where they move.
AI doesn't just influence how buyers behave. It has become the connective tissue of the entire journey, reshaping how decisions are made and how marketers respond.