For almost a decade now, the "buyer's journey" has been the lens through which B2B marketers view their customer. The general concept is that the typical B2B buyer does a significant amount of research before engaging with a seller, and the framework makes it easier to map content of various types to the stage of buyer research. But artificial intelligence has thrown a wrench into the buyer's journey.
Marketing benefits from countless technological tools that help automate email campaigns or analyze site visits and traffic, among other things. You spend a lot of time strategizing about what you’re communicating externally, so communicating to other teams within your business typically falls to the wayside. Luckily, new technology that enhances the way you build and disseminate marketing-related knowledge exists to help both your team and the departments you interact with everyday.