Instead of a simple path, B2B buying has become a tangled web of interactions that include a mind-boggling number of players.
A recent study from PathFactory revealed that small and midsize organizations now engage approximately 30 to 35 distinct individuals in their buying process, while large enterprises can see this number soar to well over 100 individuals. More people means more emails, more content, more activities to track — the list goes on.
Why it matters
You’re not selling to an individual. You’re selling to a group of people who bring their own goals, preferences, and needs to the table. Marketing and sales teams need a better way to reach more of these decisionmakers and address their needs.
In Chapter 4 of our ebook, 2023 Annual Report: Unlocking the Revenue Potential of AI for B2B, we explore these complexities.
AI Empowers Multi-Threading
This growing complexity of buying teams demands a solution that can streamline interactions and enable meaningful and relevant content and outreach.
Fortunately, AI is rising to the occasion, providing a lifeline for revenue teams looking to navigate these intricate B2B buying journeys.
By leveraging AI-driven insights and tools like conversational email, businesses can
- Identify key stakeholders
- Tailor engagement strategies
- Accelerated sales processes, and
- Win more high-value deals
An AI platform purpose-built for B2B can provide insights into:
- Which accounts are likely to buy
- Which personas within those accounts are engaged
- Which contacts you should acquire to deepen your reach within the buying team
- Whether marketing is engaging leads in a way that leads to sales opportunities
Our free ebook, 2023 Annual Report: Unlocking the Revenue Potential of AI for B2B, digs deeper into this challenge. Read it to get more insights from top B2B leaders.
