03/27/2025

Signals + AI in Action

Examine these real-world use cases for streamlined B2B engagement

Business-to-business (B2B) buying is more complex than ever, and, sadly, buyers would rather do most of their decision making without us. Our research found that 70 percent of the buying journey happens anonymously before a prospect ever reaches out to sales. The part that keeps me up at night is that when buyers finally do make contact, 80% already know from whom they want to purchase.

For revenue teams, this might sound like our worst nightmare—like we have no control over the process until it's too late. However, I think it's actually an opportunity for revenue teams to understand a crucial truth: Every interaction (or lack of one) has the power to influence outcomes long before we're invited to the table.

This is where signals and AI can change the game. Together, they create smarter, faster and more meaningful engagement—helping us influence the first 70 percent of the buying journey while still respecting the buyers' desire to make their decisions independently.

Please select this link to read the complete article from Forbes.