5 New Rules for Reaching B2B Buyers in an AI-Saturated World
September 30, 2025 · By Paula Chiocchi · 1 min read
By Paula Chiocchi · September 30, 2025
With traditional SEO, ads, and buyer behavior all in flux, Reed Hansen joined us on the B2B Influence Podcast to offer a timely roadmap for turning disruption into measurable results. As Chief Growth Officer at Market Surge, Reed offered practical, forward-looking advice on how B2B organizations can cut through the noise and turn digital spend into scalable growth.
Rethink SEO and Embrace Short-Form Video
Reed emphasized the seismic shifts in digital discovery. Traditional SEO tactics have been upended by Google's knowledge snippets and the rise of AI-driven search. Meanwhile, younger audiences are bypassing Google altogether and heading straight to ChatGPT.
Humanize Campaigns with a Face and a Voice
We agreed that adding the human element is no longer optional. As Reed pointed out, even something as simple as a thumbnail from a video in an email can make the content feel "weightier" and more personal.
Build Data-Backed Audience Profiles—Then Test Them
Reed's advice on audience targeting was clear: start with hard data (demographics, job level, company size) and layer in qualitative insights (psychographics, communication preferences). The goal is to develop detailed customer profiles that guide content and channel decisions.
Leverage Behavioral Data and Intent Signals
One of the most compelling parts of our conversation was Reed's explanation of "surge audiences." By capturing behavioral signals—like searches for long-tail keywords in the past 48 hours—marketers can identify prospects in active buying cycles.
Simplify the Funnel and Prioritize Good Data
Finally, Reed cautioned against overcomplicating funnels. Many organizations design 10–12 step processes that reflect internal workflows rather than the customer's actual decision journey.
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