Impact of GenAI on the B2B buyer journey

Generative AI is transforming the B2B customer journey by personalizing interactions, predicting needs, automating tasks, and providing real-time support. It boosts efficiency, enhances customer satisfaction, and gives businesses a competitive edge in the evolving market

- Ayush Patodia & Pratyush Dash

Generative AI (GenAI) is transforming the B2B customer journey, introducing new levels of personalization, efficiency, and innovation. This article explores how GenAI impacts various stages of the B2B customer journey, from lead generation and customer support to sales strategies and product development. By leveraging GenAI, companies can not only improve customer satisfaction and loyalty but also gain a competitive edge in an increasingly dynamic market.

In the Awareness Stage of the B2B buyer journey, GenAI is revolutionizing how sellers engage potential customers. GenAI can assist in crafting compelling emails, thought leadership articles, and blog posts that resonate with buyers’ pain points. For instance, a brand marketing company is leveraging GenAI to generate brand-compliant content for a well-known compact construction equipment manufacturer and a major American insurance company, encompassing text, visuals, and data-driven digital media optimization. Additionally, a leading CRM platform provider employs generative AI to produce contextually relevant visual content for marketing initiatives.

In the Consideration Stage, B2B buyers shortlist a range of solution providers and delve deeper into potential solutions offered by the providers. GenAI can analyze visitor interactions on the website to predict the interests and needs of buyers and then provide tailored product or service information. A B2B sales intelligence platform utilizes AI to extract buyer questions from its CRM, then categorizes them to enhance conversations, targeting specific buying needs for technology startups.GenAI-powered chatbots can answer queries, guide visitors through the website and suggest the most suitable product based on buyer requirements.