Latest / The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX
G2 CPTO Alexis Zheng on who builds your shortlist now
Alexis Zheng, Chief Product and Technology Officer at G2, says most B2B buyers now arrive with a shortlist an AI helped build, so the vendor website is no longer where the decision gets shaped.
The shortlist is built before the first click. G2's Buyer Behavior Report finds buyers reach a vendor's site only after narrowing their options, which moves demand generation off the properties a brand controls.
Reviews are a lever, not the whole answer. Zheng and Greg Kihlström get into what makes a signal reliable enough for an AI recommendation engine to act on, and which of those signals a…
The skinny
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