B2B Buyers are using GenAI to reduce buyers remorse

It’s the worst feeling, right?
Buying something and then regretting it.

Sometimes we can ask for a refund or return the product, but it’s a pain and it doesn’t leave you with a positive buying or customer experience.

So naturally we all do a lot of research to minimize the chances of buyers remorse.

And now with AI, it’s easier than ever for buyers to do deep research on you, your company and your solutions.

In fact Forrester research has found that
𝟗𝟎% 𝐨𝐟 𝐛𝐮𝐲𝐞𝐫𝐬 𝐰𝐡𝐨 𝐮𝐬𝐞 𝐆𝐞𝐧𝐀𝐈 𝐭𝐨 𝐢𝐧𝐟𝐨𝐫𝐦 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬 𝐨𝐟 $𝟏𝐦 𝐨𝐫 𝐦𝐨𝐫𝐞 𝐫𝐞𝐩𝐨𝐫𝐭𝐞𝐝 𝐩𝐨𝐬𝐢𝐭𝐢𝐯𝐞 𝐫𝐞𝐬𝐮𝐥𝐭𝐬.

And here the thing for marketing and sales:
GenAI tools like ChatGPT use the content on your website to produce the answers to its users as they research potential vendors and solutions.

So ask yourself:
What kind of content does your website have?

Does it have content that doesn't answer their sales and research questions:
❌ Top of funnel
❌ General informational
❌ Commodity content

OR

Content that helps them their GenAI tools answer its users questions:
✅ Bottom of funnel content
✅ Content that answers sales questions

The Age of AI is changing what type of content marketing is needed.

Make sure that the content of your website helps your buyers understand if your solution solves their problems and reduce the chance of buyers remorse.