In the rush for efficiency, we've forgotten how buyers really make decisions. B2B buying decision are long, they're complicated. Proliferation and implementation of extensive AI automation tools have made marketers believe in, and tragically rely, on a false system of speeding up B2B buying decision making.
AI Makes Everything Faster – Except the Decision
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More emails. More ads. More touchpoints. Speed, speed, speed. In the race for efficiency, marketers have gone all-in on AI to accelerate their reach.
But there's just one problem: AI makes everything faster, except the moment someone actually decides to buy.
In the rush for efficiency, we've forgotten how buyers really make decisions.
Speeding up isn’t always smart
Mass messaging isn’t new. B2B brands have been firing off bulk emails for decades. What’s changed with AI isn’t the speed, it’s the scale and sophistication. Messages now look smarter, feel more personal, and are sent to intent-based lists at unprecedented volume.
But no matter how polished or clever your outreach may be, your audience doesn’t care how quickly you reach them, especially if it's the third email this week saying the same thing. When every touchpoint sounds identical, you don’t stand out. You just become noise.
And when that happens, people tune out.
Your market isn’t sitting around waiting for another email. They're waiting for one message that actually matters… when it matters.
The real challenge: Buyers are way ahead of you
Here’s a stat that should hit home: according to a recent Buyer Experience Report, B2B buyers are nearly 70% through their decision-making process before ever engaging with a salesperson. They’ve established their preferences, chosen their front-runner, and know almost exactly what they want. In fact, 85% have their requirements completely set by the time they contact a vendor.
Think about that. Your AI-driven messages might look smart, but buyers have already picked their favorites before your sales team even says hello. And they’re picking their favorites the old-fashioned way – Googling you, Googling your competitors.
If you start your engagement late, no amount of clever automation will get you back in the game.
Why precision beats volume
According to LinkedIn’s B2B Institute, only 5% of your market is actively ready to buy today. The other 95%? They’re not buying yet, but they will be one day. When that day comes, they'll choose the brand that consistently provided value, not just noise.
In a recent client audit, we saw five automated sequences all targeting the same segment simultaneously. Technically correct, yes. Effective? Definitely not. Engagement dropped because prospects were overwhelmed.
The fix wasn’t more speed. It was fewer, better-timed messages.
AI can’t read the room. It doesn’t know when to pause, change tone, or realize the buyer just isn't in the mood.
That’s still our job.
Decision-making is human (and messy)
Buying decisions in B2B aren’t impulsive. They’re complex and emotional. On average, B2B purchases involve nearly 11 months of deliberation, multiple stakeholders, and countless meetings. According to a group dynamics study, 84% of buying committees have a single influential ‘brand champion’ whose opinion sways the group. They choose brands that clearly understand their unique business needs and values.
Yet, despite these emotional and relational elements, marketers too often reduce decisions to simplified funnels, treating human decision-making as something to automate rather than understand.
Humans crave omni-channel, not just automation
The recent B2B Pulse survey from McKinsey reveals that buyers now use an average of 10 different channels during their buying journey, up from five in 2016. They don’t just want options; they demand a seamless experience across each one. And more than half say they'll switch suppliers if their experience isn’t perfectly integrated.
AI can automate parts of your omnichannel strategy, but it takes a strategic human approach to orchestrate it effectively. Buyers don’t just crave efficiency. They demand relevance, clarity, and trust.
All the things automation can’t deliver alone.
Real strategy is still human
Here’s what AI can’t do: build genuine relationships. It can't empathize or show genuine understanding. And it definitely can’t replicate human intuition.
Despite technological advances, we’ve seen traditional methods like direct mail, cold calling (when done properly), and personal interactions continue to outperform digital-only approaches in many industries. Why? Because they tap into real human connections, something AI-driven campaigns often miss.
Efficiency might speed things up, but it won’t build trust or emotional connections.
Success is staying in the room
B2B buying cycles are marathons, not sprints. AI can help you stay visible along the way, but it won't close complex sales faster. Real success means being in the room when the decision finally gets made. It means making sure your brand is remembered when it matters most.
A winning go-to-market strategy isn’t built on speed or volume. It’s built on thoughtful communication, careful targeting, and genuine relevance.
The future of B2B marketing
AI is undoubtedly here to stay. It’s a powerful tool, but it must complement—not replace—human insight. Marketers who balance AI-driven efficiency with human understanding will win the long game.
Remember:
- Buyers are far ahead before they reach out
- Omnichannel isn’t optional; it’s mandatory
- Human decisions aren’t logical, they’re emotional
Speed may win the sprint, but strategy wins the marathon. AI automates and accelerates, but algorithms don’t make buying decisions.
People do.
So slow down. Listen more. Think harder. Be human. Oh, and make sure you’re there when the decision gets made.
References:
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