Utilizing intent data can significantly impact B2B marketing strategies, allowing for more effective identification and understanding of leads, targeted nurturing, and valuable insights to aid the sales process. By leveraging intent data, marketers can develop customized campaigns based on buying intent signals to nurture leads and bring them closer to sales readiness.
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For years, creating a standout piece of B2B content was already challenging enough. Now, with AI tools churning out articles, social posts, and even entire white papers in minutes, the market is swamped with new content every day. Buyers and senior decision-makers rarely have the time—or the patience—to sift through it all. In an AI-flooded world, any veneer of "quality" can seem suspect if readers sense it might be auto-generated.
The decline of traditional search marketing is becoming impossible to ignore. Not long ago, a robust SEO strategy served as the backbone of inbound lead generation, supplying a steady flow of site visitors and form fills. But as AI-driven search evolves, many businesses now watch their organic traffic vanish—sometimes dramatically—because search engines are surfacing direct answers or relying on large language models (LLMs) to summarize content, causing fewer clicks to reach content-rich websites and publishers.
AI-driven search is rewriting how buyers find answers, and it's forcing a major change in how we think about inbound.