{"id":51120,"date":"2025-12-15T15:00:49","date_gmt":"2025-12-15T20:00:49","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51120"},"modified":"2025-12-15T12:29:55","modified_gmt":"2025-12-15T17:29:55","slug":"demand-gen-report-2025-reflections-netlines-josh-baez","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/demanding-views\/demand-gen-report-2025-reflections-netlines-josh-baez\/51120\/","title":{"rendered":"Demand Gen Report 2025 Reflections: Netline\u2019s Josh Baez"},"content":{"rendered":"

The New B2B Reality: How Buyers Are Shaping the Funnel Before Vendors Even Notice<\/strong><\/em><\/h1>\n

If I had to describe the last year in B2B marketing, it\u2019s this: buyers are doing a lot more work on their own, and they\u2019re doing it earlier than most vendors want to admit.<\/p>\n

More often than not, a buyer doesn\u2019t \u201center the funnel\u201d when we notice them. They\u2019ve already been reading, asking around, comparing, and forming an opinion before they ever visit a product page or raise a hand. They\u2019re piecing together an understanding from all over the place: trade and editorial coverage, analyst perspectives, peer recommendations, vendor content, review sites, communities, and now AI-driven summaries that compress hours of research into minutes.<\/p>\n

That shift has been building for years, but in the last year it felt like it crossed a line. The early part of the journey has become quieter, more distributed, and easier to complete without a direct interaction with a vendor.<\/p>\n

And that has a blunt consequence: if you\u2019re not consistently investing in educating the market, you\u2019re way less likely to be known, or trusted, when it\u2019s time for a buyer to finally narrow the field.<\/p>\n

The Shortlist Is Forming Before We Show Up<\/strong><\/h3>\n

One of the most consistent patterns I hear (and see myself doing too) is that buying teams arrive at evaluation already leaning toward a small set of preferred options. By the time procurement is involved or a formal comparison begins, the buyer\u2019s \u201creal\u201d shortlist may already exist in someone\u2019s head.<\/p>\n

For a buyer, that\u2019s efficiency. They have limited time, limited attention, and too much noise. So they reduce the universe early.<\/p>\n

That\u2019s where a lot of marketing frustration comes from. We\u2019ll look at pipeline numbers or conversion rates and feel like we need to react faster, when what we actually need is to show up earlier<\/em>.<\/p>\n

AI Didn\u2019t Create The Problem; It Accelerated It<\/strong><\/h3>\n

What\u2019s changed in how buyers research is how quickly they can do it, and how much can happen without leaving a trail that neatly connects back to vendor-owned channels.<\/p>\n

Artificial intelligence (AI) tools aren\u2019t just another traffic source to optimize. They\u2019re becoming an early lens through which buyers understand categories, risks, tradeoffs, and language.<\/p>\n

This is why the companies that perform best in the age of AI prompts will be the ones that invest in digital education continuously, not in bursts. Not \u201cmore content\u201d for the sake of volume, but clear, useful material that meets buyers where they already are.<\/p>\n

The Problem Isn\u2019t Measurement; It\u2019s Where We\u2019re Looking<\/strong><\/h3>\n

When visibility gets harder, we cling to what we can count: website activity, inbound requests, form fills, known account engagement. Those signals still matter, but they\u2019re often late.<\/p>\n

A demo request is rarely the start. It\u2019s sometimes a checkpoint after a buying group has already aligned internally and is validating direction. A sudden burst of activity may not mean \u201cinterest is arriving,\u201d but more that \u201cinterest is consolidating.\u201d So, when we treat those moments as the beginning, we make decisions with incomplete context.<\/p>\n

That gap shows up most painfully for sales. If sellers are operating off a narrow set of cues: inbound leads, CRM activity, and whatever first-party behavior is visible; they\u2019ll often miss accounts quietly building momentum off-site, and they\u2019ll over-index on the accounts that happen to be loud.<\/p>\n

This is why signals tied to real people matter so much; not only in the places they convert, but in the places they learn too. When those signals are credible, they give sellers a reason to re-prioritize. They also make outreach more relevant because it\u2019s grounded in what buyers have actually been engaging with, not what we assume they care about.<\/p>\n

The question isn\u2019t \u201chow do we get more leads?\u201d It\u2019s \u201chow do we earn a place on the shortlist before the shortlist exists?\u201d<\/p>\n

What I\u2019d Carry Into 2026<\/strong><\/h3>\n

I don\u2019t think 2026 will be defined by one channel or one platform. I think it will be defined by whether organizations accept a new starting point.<\/p>\n

The teams that win will do a few things consistently:<\/p>\n

    \n
  • Treat education and brand as an ongoing commitment, not a campaign.<\/li>\n
  • Expand their definition of \u201csignals\u201d beyond last-click lead behavior and build a better view of what buyers are consuming everywhere<\/em>.<\/li>\n
  • Connect marketing and sales around shared, person-level insights so sales effort follows real activity, not vapor.<\/li>\n
  • Use first-party data more intentionally, reinforced by verified identity, rather than pretending their website is the whole world.<\/li>\n<\/ul>\n

    At the end of the day, the simple fact is that your buyers are everywhere.<\/strong> If you want to be on their shortlist, you can\u2019t only exist on your own site. You need to show up where they learn, where they compare, and where they ask each other what\u2019s real.<\/p>\n

    You need to be present there too.<\/strong><\/p>\n

    \"joshbaeznetlineheadshot\"Josh Baez, Sr. Manager, Demand Generation at NetLine, is a B2B marketing leader with 10+ years of experience across demand generation, ABM, and content strategy, focused on turning buyer insight into measurable pipeline growth. Based in Seattle, he\u2019s known for blending creative storytelling with data-driven execution to help brands cut through noise, align with sales, and drive real revenue. Josh is the Sr. Manager of Demand Generation at NetLine.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    The New B2B Reality: How Buyers Are Shaping the Funnel Before Vendors Even Notice If I had to describe the last year in B2B marketing, it\u2019s this: buyers are doing a lot more work on their own, and they\u2019re doing it earlier than most vendors want to admit. More often than not, a buyer doesn\u2019t […]<\/p>\n","protected":false},"author":90,"featured_media":51143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19181],"tags":[14153,14105,20212,10843,16760],"topic":[19126,19340],"class_list":["post-51120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-demanding-views","tag-ai","tag-artificial-intelligence","tag-b2b-vendors","tag-funnel","tag-intent-signals","topic-b2b-advertising","topic-b2b-buyers"],"acf":[],"yoast_head":"\nDemand Gen Report 2025 Reflections: Netline\u2019s Josh Baez - Demand Gen Report<\/title>\n<meta name=\"description\" content=\"Next year will not be defined by one channel or one platform; it will be defined by whether B2B marketers accept a new starting point.\" \/>\n<meta name=\"robots\" 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