B2B
Why Blandvertising Fail in 2025 and Nobody Bothers Anymore?
Scroll through your feed, and you’ll notice something strange—everything looks… the same. The fonts, the soft pastel backgrounds, the stock-photo smiles, the chirpy-but-sanitized captions. You could swap logos between five different ads, and no one would notice. That, right there, is blandvertising—branding so risk-averse, so polished, and so inoffensive that it becomes invisible. And it’s…
The AI Buyer Files: What does the AI buyer want?
AI buyers aren’t just chasing cool tech—they’re chasing results. In our AI Buyer Report 2, we explore what’s really driving their buying decisions (hint: everything needs to drive ROI). From departmental breakdowns to ethical and safety considerations, this report gives you all the tools you need to be a player in AI conversation and give…
The AI Buyer Files: Who is the AI buyer?
Today’s AI buying committees are a mixed bag of roles, industries, and perspectives—and they all want different things. Built with insights from the Digitalzone Data Cloud (powered by a seriously smart ID graph), our family of Editorial Brands, and 2 global surveys, this report answers one important question: Who is the AI buyer?
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…
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