4 stories tagged #buyer-journey.
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Attribution models never measured the full buyer journey, according to [MarTech](https://martech.org/marketing-contribution-is-the-new-attribution/). Marketers spent two digital decades asking where a lead came from, yet a lead is guided toward becoming a customer by many pieces of content consumed across many moments that software never saw. Attribution compressed that reality into charts labeled first touch, last touch, or weighted touch.
Informa TechTarget has launched the B2B AI Authority Index, a self-assessment tool for B2B marketers. The index evaluates how brands can influence AI-mediated buying journeys.
The B2B AI Authority Index addresses how AI search is reshaping B2B buyer journeys and digital marketing strategies. According to Demand Gen Report, 94% of B2B buyers currently use AI tools in their research process.
A researcher researching software opened ChatGPT instead of Google and received recommendations for four vendors with explanations of differences and a suggested best fit. The process occurred without visits to most vendor websites, comparison pages, white papers, or paid ads.
B2BMX Summer Camp 2026 Week 2 examines B2B buyers who finalize vendor shortlists before sales involvement begins. The sessions occur on Wednesday, July 22, and center on influencing preference during the research phase rather than lead volume metrics.
According to Demand Gen Report, 92% of B2B buyers build their vendor shortlists before they ever speak to sales. NetLine’s Josh Baez presents the session How to Influence B2B Buyers Before They Build Their Shortlist at 12:00 PM ET.