AI Search and AI Agents in B2B Buying: Answers Before Clicks
94% of B2B buyers now use AI during their purchase journey. AI platforms cite only...
What Changed in B2B Buying and Why the Old Model Broke
Five structural shifts broke the traditional demand generation model: expanded buying groups, pre-formed preferences, collapsed...
Defining the ICP, the Buying Group, and the Anti-Target in Demand Generation
Only 5–10% of your total addressable market is in-market at any given time. The ICP,...