AI is changing where the B2B buying journey begins. While 63% of buyers use AI to research software, 94% still fact-check what it tells them. Showing up in AI answers is only half the job. Earning buyers’ trust is the other. Katie Allison breaks down what this shift means for B2B marketers below 👇
Katie Allison's team at TrustRadius has data on the thing most B2B marketers can't instrument: by the time a buyer talks to sales, the decision is already mostly made — somewhere your funnel has no visibility into. On the latest episode, host Greg Kihlstrom talks with Katie Allison, Senior Manager of Research and Insights at TrustRadius by HG Insights, about what her team found in the From Boomers to Zoomers research. The part worth sitting with: the next generation of buyers is the most AI-forward yet, and their discovery runs through peers, independent creators, and AI-generated answers. That breaks a specific assumption, not a vague one. Linear demand gen assumes a journey you can see, sequence, and attribute. Communal buying plus AI discovery gives you none of the three. Which means credibility is increasingly built in channels you don't own and can't measure — and the brands that adapt will be the ones that stop treating "untracked" as "not happening." If most of the decision happens before your first conversation, what would you actually change about how your team spends its next quarter? Full conversation in the latest issue of the newsletter 👇 #B2BMarketing #DemandGeneration #MarketingTechnology