Are chatbots losing you business?

According to a new study, B2B buyers are frequently looking to AI to weigh vendor claims against public information, with over 50% sharing they’ve removed a vendor from their shortlist because AI pointed out a shortcoming. Channel Dive unpacks all the findings, including the fact that more than two-thirds of buyers are using AI to save time in the buying process.

In an age of AI search, we liken your brand to a goldfish bowl, not because the results can sometimes feel a little fishy, but because anyone can see it from all angles. By understanding your brand’s entire online ecosystem, and taking steps to close the gaps, you’ll create a more unified picture for those looking you up with AI. 

Closing the value gap 

Harvard Business Review shares that a lot of B2B companies have a blind spot that exists between the value a business creates for customers and the value those customers can actually see, measure, and defend. As well as unpacking more about what that gap is, it outlines a framework that leaders can use to close it. 

There’s a lot of great insight here but, for us, so much good stuff lies in alignment. If you can align sales, marketing, pricing, and everything else, and create a unified picture across the inside of your organization, customers are going to see the benefits on the outside. 

Unpacking an untapped content opportunity 

For Content Marketing Institute, the most effective content doesn’t start with brainstorming. It says it starts with data, and invites a range of experts to talk about how they find and turn audience and market insights into great content ideas.

One that stood out to us was from Andy Crestodina, co-founder and CMO at Orbit Media Studios. He says “the gold standard in audience research is VOC (voice of the customer), and there’s one place to mine that gold: sales call transcripts.” It stood out because it’s insight from real people. Instead of just being about cold, hard numbers, it’s insights that reveal what customers are really struggling with. 

Want to unpack your untapped opportunity?

At Motum B2B, we don't think in silos. By taking a holistic approach to your content strategy and plugging into other parts of your business, we craft messaging that resonates, informed by the right insights and data. Sound good? Let's talk.