It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. And that percentage goes up the bigger and more complex the business.

In this ever-evolving B2B landscape, organizations must embrace change and stay relevant with new generations of buyers. This means developing audience-centric content, maintaining a tight knit relationship between marketing and sales, leveraging new tools and technology — such as AI — to gain greater buyer insights and more.