B2B
AI revolution: why marketers must lead the transformation charge
The buzz around AI is deafening. Every conference, every boardroom, every article seems saturated with it. But at The B2B Collective London—an event dedicated to exploring what’s next in B2B marketing—Kate Steadman (Chief Strategy and Transformation Officer at Xcelon) cut through the noise. In her keynote, she didn’t offer just another AI explainer. Instead, she…
Join the AI conversation: everything you need to know.
The buzz around AI isn’t just loud—it’s constant. From boardrooms to Reddit threads, AI is a hot topic that’s shaping how businesses operate and how professionals across departments think about innovation. But to truly join the conversation, you need more than just a surface-level understanding. You need to know what’s being said, why it matters,…
Personal Use, Professional Buy: How AI Buyers Start with Individual Adoption
At my first desk job, I was handed a grueling task: create a beautiful, image-rich story without any prior experience in design tools. Naturally, I turned to my go-to platform, Canva. It was simple, intuitive, and got the job done. What I didn’t expect was how quickly it caught on. Within days, my teammates started…
Test First, Buy Later: Why Use Cases Beat Product Demos
Today’s B2B buyer isn’t looking to be wowed by a high-polish demo or book endless calls to hear a sales rep click through slides. What they want is simple: proof that your product solves their specific problem—in their environment, on their terms. The smartest buyers in the room are cautious, curious, and calculated. They don’t…
The AI Buyer Has One Rule: Prove It Pays Off
In today’s AI-saturated B2B landscape, hype doesn’t move deals—evidence does. And the companies gaining ground? They’ve stopped marketing with promises and started leading with proof. This shift isn’t theoretical. It’s happening across vendor shortlists, buying committees, and budget approvals. According to Digitalzone research, 83 percent of AI buyers now expect hard ROI evidence before even…
How company size impacts AI buying behavior
AI isn’t bought the same way by every business. What feels like a quick decision in a 20-person startup can turn into a multi-month process inside a global enterprise. Both may chase similar outcomes—but the expectations, timelines, and risks are worlds apart. If you’re marketing AI solutions today, this difference matters. Understanding how AI purchasing…
Buyer vs. researcher: Why marketers need to start higher in the funnel
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…
The Rise of the Millennial Decision-Maker
Here’s what’s happening in B2B right now: your buyer isn’t who it used to be. Gen X executives once led most deal cycles—but today, millennials make up more than half of B2B decision-makers. According to Digitalzone research, 51% of current B2B buyers are millennials. And their approach is rewriting how vendors engage, persuade, and win. …
It’s Not Just IT Anymore: Where the AI Buyer Lives Across the Org Chart
AI first entered business teams and business processes as an experiment. It was a futuristic tool reserved for technical teams, innovation leads, or R&D labs. Fast-forward a decade, and that narrative’s toast. AI is now a competitive differentiator. What started as a playground for early adopters has become a strategic focus across every department. From…
Cognitive Diversity: The Secret to Risky and Bold Ideas
What happens in a meeting room where every idea gets a yes, every sentence ends in agreement, and no one ever says, “Wait, what if we flipped it?” It’s quiet. Too quiet. Like a jazz band where everyone plays the same note. Sounds safe, right? But safe doesn’t spark anything. When minds mirror each other,…
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