Marketing
How AI Search Is Reshaping B2B Lead Funnels
B2B buyers now compare vendors in AI chat answers before contacting anyone. Here's what that changes about your traffic, your website, your first sales call and how you measure leads.
Forrester's 2026 research found that 94% of B2B buyers used AI somewhere in their most recent purchase. For a service business or a growing software company, this means the shortlist is often drawn up in a chat window. That happens well before anyone fills in a form or books a sales call. The funnel still exists, but its early stages have moved somewhere most companies can't see. That changes what a lead looks like when it finally arrives, how you work out where it came from, and what your website is for.
