to the html in the page settings
Skip to content

In this insightful Pipeline Briefing, the Vende Digital team, led by Paul Slack, Ray Larson, Jeremy Griffin, and Lauren Glover, dives deep into the challenges and opportunities shaping the future of B2B marketing in a clickless world.

The session offers a comprehensive look at how buyer behavior is evolving, the impact of AI on marketing strategies, and actionable steps to stay ahead in a rapidly changing landscape.

Key Takeaways:

  • The Decline of Search Traffic: Over 40% of B2B search traffic has disappeared, with buyers turning to AI tools like ChatGPT for answers instead of traditional search engines.
  • Zero-Click Behavior: 60% of Google searches now result in no clicks, emphasizing the need for marketers to adapt their strategies.
  • The Explosion of AI: How AI is reshaping buyer behavior and the importance of being present in the channels where buyers learn.
  • Pipeline Challenges: Longer sales cycles, indecision, and the need for better alignment between sales and marketing teams.
  • Language Model Optimization (LMO): The evolution of SEO to optimize for AI-driven search results and large language models.
  • Reimagining Metrics: Moving from clicks and MQLs to impressions-to-pipeline and impressions-to-revenue as key performance indicators.

Practical Guidance:

  • Building trust and authority in the platforms where buyers spend their time.
  • Creating AI-friendly websites and content optimized for large language models.
  • Leveraging branded queries and digital PR to increase visibility and engagement.
  • Implementing unified CRM systems to track buyer signals and improve pipeline efficiency.

Notable Insights:

  • HubSpot's success in maintaining revenue growth despite a 74% drop in organic traffic highlights the importance of adapting to new buyer behaviors.
  • 40% of Vende Digital's opportunities now come from LinkedIn DMs, showcasing the power of direct engagement in social platforms.

Whether you're a B2B marketer navigating the challenges of a clickless future, a content strategist adapting to AI-driven search, or a marketing leader looking to align sales and marketing efforts, this session provides valuable insights and actionable strategies to drive success.