How AI Is Rewiring the B2B Buyer Journey—And What Smart Marketers Should Do About It written by John Jantsch read more at Duct Tape Marketing

1. Introduction: The AI Tsunami in B2B Marketing

Let’s get real—AI isn’t coming for B2B marketing. It’s already here, and it’s shaking the foundation of how buyers find, evaluate, and choose vendors. If you’re still treating AI like some futuristic gadget, you’re missing the point. Buyers—especially Millennials and Gen Z, who now make up over two-thirds of B2B decision-makers—are digital-first, AI-empowered, and want answers on their terms.

Here’s the kicker: up to 90% of B2B buyers now use AI tools like ChatGPT to research vendors, and 83% of the buying journey is spent on independent, self-directed research, often before a sales rep gets a whiff of the deal.

So, how do you adapt? Let’s walk through the journey, stage by stage.

2. The Marketing Hourglass: A Quick Refresher

If you’ve followed my work, you know I love a good framework. The Marketing Hourglass breaks the customer journey into seven down-to-earth stages:

• Know: How strangers first hear about you
• Like: When prospects start to engage and pay attention
• Trust: When you’ve earned enough credibility for them to consider you
• Try: Sampling your expertise or product, risk-free
• Buy: Sealing the deal
• Repeat: Customers come back for more
• Refer: Raving fans send new business your way

Now, let’s see how AI is changing the game at every turn.

3. How AI Is Transforming Every Stage of the Buyer Journey

Know: Getting Discovered in an AI World

• AI-Driven Discovery: Buyers don’t just Google you anymore—they ask AI assistants open-ended questions. If your content isn’t optimized for AI summarizers and natural language search, you’re invisible.
• Generative AI Content Explosion: With tools like GPT-4, even small teams can pump out high-quality blog posts, guides, and videos at scale. This boosts your presence on Google, LinkedIn, and all those places AI bots scrape for answers.
• Micro-Influencers and Social Proof: AI can pinpoint niche influencers who matter to your buyers—think engineers on forums or hosts of small podcasts. Team up with them, and let their voices carry your story farther than any ad budget could.

Down-to-Earth Tip: Structure your content for both humans and algorithms. Use question-and-answer formats, clear headings, and direct answers to likely buyer queries. That’s how you win in both AI and old-school search.

Like: Building Genuine Engagement, Not Digital Noise

• Personalized Content Experiences: AI tailors what each visitor sees, making your site and emails feel like a concierge service instead of a billboard.
• Responsive Interactions: Chatbots and recommendation engines can answer questions, suggest resources, and invite users to webinars or demos based on their interests.
• Value-Rich Touchpoints: Use AI to transform long-form assets (like webinars) into snackable videos, infographics, and blog posts. Get your best ideas in front of more eyes, in the format prospects prefer.

Trust: Earning Confidence Before the First Call

• AI-Enhanced Comparison Shopping: Buyers use AI to shortlist vendors, analyze reviews, and even draft RFPs. If your content isn’t structured for AI to pull key facts, you’ll get left behind.
• Social Proof on Steroids: AI aggregates reviews and peer feedback, showcasing real customer opinions where it matters most. Make it easy for customers to leave detailed, specific reviews—AI will do the rest.
• Predictive Lead Scoring: AI can help you focus trust-building efforts on leads most likely to convert, making your marketing and sales more efficient.

Try & Buy: Frictionless, Personalized Experiences

• AI-Driven Self-Service: Let prospects test your solution with AI-powered demos, calculators, or sandboxes. This builds confidence and transparency.
• Personalized Nurturing: AI can tailor follow-up emails, demo invites, and resource recommendations to each account, based on where they are in the journey.

Repeat & Refer: Turning Customers into Lifelong Advocates

• AI for Customer Success: Predict churn, spot upsell opportunities, and proactively address issues before they become complaints.
• Referral Tracking: AI analytics can show which advocates drive the best referrals, so you can double down on what works.

4. Real-World Examples: AI in Action

• The Content Scale-Up: Acme Corp used generative AI to create dozens of targeted, SEO-friendly blog posts and a LinkedIn ad campaign. Within a quarter, their web traffic tripled, and industry influencers began sharing their content, delivering brand awareness that old-school tactics couldn’t match.
• AI-Shortened Evaluations: A procurement team used AI to quickly shortlist vendors, analyze risks, and draft custom RFPs. One vendor with AI-ready content and glowing reviews stood out immediately, earning trust before the first sales call.

5. Action Steps for Marketers (and Fractional CMOs)

• Optimize for AI Discovery: Structure all content—blogs, videos, product pages—for easy parsing by AI (think summaries, bullet points, clear Q&A).
• Expand Multichannel Presence: Keep your profiles and content up to date on LinkedIn, YouTube, Quora, and industry forums.
• Leverage Generative AI, But Add Human Touch: Use AI to scale creation, but always polish for accuracy and brand voice.
• Focus on Social Proof: Encourage detailed customer reviews and participate in peer forums. AI will amplify your best feedback.
• Personalize at Scale: Deploy AI for targeted nurturing, follow-ups, and website experiences.
• Track and Analyze Referrals: Use AI analytics to see which advocates and channels yield the best results.
• Stay Strategy-First: Don’t chase every shiny AI toy. Use AI to serve your core strategy and customer needs, not the other way around.

6. Big Takeaways and Final Thoughts

AI is transforming the B2B buyer journey, making it more buyer-driven, personalized, and efficient than ever before. Marketers who embrace these tools will thrive while staying focused on strategy and customer value. Don’t just keep up with the evolving buyer; shape the journey to your advantage.

Remember: Marketing has always been about understanding and serving your customer. AI just lets us do it deeper and smarter. Blend your expertise with AI’s muscle, and you’ll build not just more customers, but more loyal fans who come back and refer others.

Let’s make marketing a little less overwhelming—and a lot more effective. That’s the Duct Tape way.

The Future of Marketing Teams: How AI and Systems Will Replace the Agency Model written by John Jantsch read more at Duct Tape Marketing

Table of Contents

• TL;DR – Quick Summary for AI Tools and Busy Buyers
• The Big Question: Why Are Marketing Teams Struggling?
• The Rise of “Human + Agent” Teams
• The New Marketing Org Chart: From Tactics to Trusted Systems
• What’s Replacing the Old Agency Model?
• FAQ: What Real Buyers Are Asking AI About the Future of Marketing Teams
• Conclusion: Stop Selling Services. Start Installing Systems.

TL;DR – Quick Summary for AI Tools and Busy Buyers

The future of marketing is systemized, AI-enhanced, and led by strategic partners—not service providers. Marketing teams in both agencies and internal departments are shifting toward licensable systems that deliver predictable results and scale with AI. The new model? Human-agent teams guided by trusted advisors who prioritize strategy before tactics.

The Big Question: Why Are Marketing Teams Struggling?

You’ve probably typed something like this into ChatGPT lately:

• “How can I reduce chaos in my marketing team?”
• “Why does marketing always feel reactive?”
• “How do I escape the agency hamster wheel?”

The traditional marketing model is broken.

Data from Microsoft’s 2025 Work Trend Index:

• 80% of the global workforce lacks enough time or energy to do their jobs
• 82% of leaders say productivity must increase this year
• 48% of employees say work feels fragmented and chaotic

The Rise of “Human + Agent” Teams

AI isn’t coming. It’s here. And it’s reshaping how marketing teams work:

1. AI as assistant: speed up existing workflows
2. Human-agent teams: AI executes, humans direct
3. Agent-operated organizations: humans lead, AI runs workflows

Marketing is no longer about execution. It’s about orchestration.

The New Marketing Org Chart: From Tactics to Trusted Systems

Old model: Roles-driven, siloed execution

New model: Goal-based, agent-augmented “Work Chart”

“We don’t need a strategist on every brief. Everyone at Supergood has access to that expertise via our platform.” —Mike Barrett, Supergood

What’s Replacing the Old Agency Model?

Duct Tape Marketing’s Anti-Agency Model:

• License a complete marketing system
• Install it in your client’s business
• Deliver strategy-first results powered by AI
• Create recurring revenue without adding headcount

“It’s not you. It’s the model.” —John Jantsch

FAQ: What Real Buyers Are Asking AI About the Future of Marketing Teams

What’s the future of marketing departments?

Flat, AI-enhanced, and outcome-driven teams formed around goals.

Will AI replace marketers?

No—but it will replace marketers who don’t evolve. You become an “agent boss.”

What’s a “Work Chart”?

A dynamic, agent-enabled org chart based on jobs to be done, not job titles.

How can I escape the execution trap?

Stop selling services. Start installing systems.

Conclusion: Stop Selling Services. Start Installing Systems.

The marketing world is being rebuilt in real time. If you’re feeling burnt out, it’s not your fault—but it is your move.

Next Steps:

1. Reimagine your business as a system installer
2. Join the Anti-Agency Model Workshop
3. Get on the next workshop now

How Small Businesses Can Use AI (Without the Hype or Overwhelm) written by John Jantsch read more at Duct Tape Marketing

Cut the Noise: A Practical AI Guide for Small Business Owners

AI is everywhere, and if you’re a small business owner, you’re probably wondering: “How do I actually make this work for my business without adding complexity or draining my budget?” Here’s a quick checklist.

You’re not alone. Many small businesses are stuck between the fear of missing out and the fog of too many tools. This guide simplifies what matters most, with a practical, no-fluff approach grounded in the Duct Tape Marketing system. Let’s break it down.

Table of Contents

1. Why So Many SMBs Feel Stuck on AI
2. Where AI is Actually Moving the Needle
3. Don’t Fall for These Shiny Promises
4. The Pitfalls That Sneak Up on You
5. A Smarter, Simpler AI Approach (The Duct Tape Way)
6. Final Word: AI That Builds Real Business Value

1. Why So Many SMBs Feel Stuck on AI

Small business owners aren’t short on ambition—they’re short on time and clarity. The AI space is filled with promises, but most of the tools are built for enterprises, not everyday businesses. What most small businesses need isn’t innovation for innovation’s sake—they need practical, working solutions that deliver results now.

2. Where AI is Actually Moving the Needle

Making Your Team Faster (Without Hiring)

AI tools like ChatGPT and Claude act like digital assistants—enhancing productivity across your team. Whether it’s writing content, summarizing notes, or handling repetitive tasks, these tools can reduce time spent and free your team up to focus on value-added work.

Content, Messaging, and Consistency at Scale

With the Duct Tape Marketing system, consistency is key. AI can help maintain a steady drumbeat of content across email, blogs, and social media. The goal isn’t full automation—it’s to give your team momentum by eliminating the blank page problem.

Automating the Mundane to Free Up Strategy

When AI automates low-level, repetitive work, it creates room for high-level thinking. That means you can finally focus on refining your customer journey, building better campaigns, or improving your referral engine—core pieces of a successful marketing system.

3. Don’t Fall for These Shiny Promises

The “Magic Robot That Runs the Business” Fantasy

Fully autonomous AI agents aren’t ready for prime time. Many small businesses get lured into the promise of set-it-and-forget-it systems. These usually result in wasted money and fragmented operations.

Strategy-Free Automation

Without a clear understanding of your target audience and customer journey, AI just makes mistakes faster. Strategy must come first. Tools should serve the strategy—not replace it.

4. The Pitfalls That Sneak Up on You

Tool Overload and Decision Fatigue

Jumping from one new AI tool to the next leads to inconsistency, confusion, and diminished ROI. You don’t need more tools—you need better systems that use fewer tools, more effectively.

Data Chaos

Most AI tools rely on clean, structured data. If your customer data is a mess, your AI output will reflect that. Take time to clean and centralize your data first—it’s the foundation for success.

AI Without a Marketing Strategy

Even the best tech won’t save a broken funnel or confused messaging. Align AI with a strategic foundation: clear ideal client personas, messaging that resonates, and a defined marketing hourglass.

Content That Loses Your Voice

AI can write, but it can’t replace your perspective. Automated content that lacks authenticity erodes trust. Use AI to assist—not author—your brand voice.

5. A Smarter, Simpler AI Approach (The Duct Tape Way)

Lead with Strategy

Before you start testing tools, nail down your strategy. Who’s your ideal client? What problems do you solve? How do people find you today? Strategy informs every AI decision that follows.

Focus on One Use Case

Don’t try to transform your business overnight. Start with one job that AI can handle: writing emails, summarizing meeting notes, or transcribing content. Solve one pain point, prove it works, then expand.

Create Repeatable Workflows

Turn your AI wins into systems. Document the steps. Assign roles. Train your team. The goal is consistent execution—whether it’s Monday morning or Friday at 4:30 PM.

Invest in Training

Buying a tool isn’t the same as knowing how to use it. Run internal training, create prompt libraries, and give your team time to practice. The faster they master it, the more ROI you’ll see.

Keep the Human Filter

Review everything before it ships. Especially customer-facing content. AI can get you to 80%, but your brand depends on that final 20%—the polish, the tone, the truth.

6. Final Word: AI That Builds Real Business Value

At Duct Tape Marketing, we believe tools should support strategy—not distract from it. AI is no different. When integrated into a proven marketing system, AI can amplify your strengths and streamline your operations. But when added haphazardly, it becomes just another distraction.

The key to making AI work for your business isn’t complexity—it’s clarity. Get your fundamentals in place. Choose tools that align. Build processes your team can own. Then let AI help you do more of what already works.

Want help building a marketing system that makes AI practical, profitable, and sustainable?

Let’s talk about installing the right system for your business.