Why Marketing Must Lead The New Buyer Journey
IDC, Wednesday, June 18th, 2025
Today's B2B tech buyers are digitally fluent, AI-assisted, and increasingly independent. They move easily between platforms, researching products and evaluating vendors, without ever needing to speak with a salesperson.
For marketing leaders, this changes everything.
When buyers are making critical decisions before sales even enter the conversation, your role expands dramatically. It's no longer about driving awareness or filling the funnel. You must own the entire buyer journey, from understanding what your buyers want to creating real demand.
That's a tall order, but it's the new starting line if you want your AI-powered product to stand out in a saturated, fast-moving market. Successfully marketing your AI solution requires orchestrating seamless omnichannel experiences that deliver relevance at every turn.