Navigating the buyer-led era: how marketers can stay ahead

Today’s B2B marketing leaders face transformed market and buyer realities, where influence, not access defines success. Buying groups have replaced individual decision makers. AI is accelerating discovery and raising buyer expectations for personalised trustworthy content and compelling experiences.

Despite increasing awareness of buyer-led dynamics and the rise of the dark funnel, many GTM strategies remain anchored in outdated models.

Buyers explore, validate and compare on their own terms for up to 70% of the buying journey, highlighting the need to secure a spot on their vendor consideration list early.