B2B buyers are usually in the middle of a lengthy research phase before picking up the phone to talk to sales. They read articles, check vendors, look at product pages, download resources, and look to the web for their answer. These buyer signals help to develop meaningful intent data...
Buyers of B2B products and services no longer just rely on Google for product or vendor research, they’re also relying on search engine solutions. They engage with ChatGPT, Perplexity and Gemini and Google AI Overviews to define complex topics, compare providers, shortlist tools, and more. As a result, AEO...
B2B purchasing has evolved from a single thread to a group purchasing scenario. The “13+9 problem” reflects multi-stakeholder marketing. That is, every purchase in a modern business organization includes 13 internal stakeholders in addition to 9 external influencers. It is a feature that makes every interaction an act of...
