‘Zero-click immunity’: Why B2B content needs personality to win in the AI age
In a world of AI Overviews, B2B content needs to ditch the neutral objectivity and inject some personality, with deeper dives that demonstrate authority.
According to Marketing Week’s State of B2B Marketing 2024 research, close to two-thirds (62%) of B2B marketers feel like their role over the past 12 months has become increasingly strategic – but also more influential and better appreciated.
Director of marketing at financial tech startup M3ter, Kelly Singsank, framed the shift in the following way: “[The] traditional B2B playbook that worked for so many years isn’t working anymore to grow and capture demand…How people are influenced is changing.”
Singsank added much of the work in how buyers are educated about products is now done by generative AI, rather than “educational and SEO optimised” content published by B2B marketers.
This can feel like reason to despair, with traffic diminishing and B2B organisations no longer able to gain the customer’s attention at the top of the funnel in the same way that they once did. However, B2B marketers are finding success with new types of content that resonate with customers.
