2 stories tagged #buyer-engagement.
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B2B marketing leaders are redesigning content to serve AI agents that now filter vendor research and recommendations alongside human buyers, according to Demand Gen Report.
B2B messaging must address two audiences because the buying team includes an AI agent that filters and recommends. Marketers are required to produce content that is structured, evidence-based and context-rich. Thought leadership fluff and vague value propositions will not pass the agent gatekeeper.
B2B CMOs are adapting messaging and content to serve both human buyers and AI agents that now filter vendor research and recommendations, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/feature/how-cmos-must-rethink-b2b-content-strategy-in-the-age-of-ai-the-dgr-interview-with-cmo-councils-tom-kaneshige/53092/).