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Gizel Gomes

Buyer vs. researcher: Why marketers need to start higher in the funnel 

By Gizel Gomes / July 10, 2025

AI deal cycles rarely start with the person holding the budget. Long before the CIO or VP gets involved, someone else has already begun the research—quietly, behind a screen. That person is usually a mid-level evaluator: a researcher, analyst, or ops lead tasked with surfacing viable options. They shape the vendor list before leadership even…

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