7 ways AI helps revenue teams remove friction from B2B buying journeys

Samantha, a VP of Sales at a growing tech startup, is on a video call with a hot prospect. The potential client asks for examples of how other companies are using a specific feature, and Sarah freezes. She knows they have a case study that perfectly addresses this question, but where is it? As she fumbles through her digital files, the prospect’s interest visibly wanes. Another deal is slipping through her fingers because she couldn’t find the right information at the right time.

And a situation like Samantha’s is just one of the many points of friction that slows down B2B buying journeys.

Thankfully, artificial intelligence is helping revenue teams remove this and other common hurdles in their sales and customer support processes. Keep reading to learn how.

How AI makes the B2B buying journey better

Let’s take it stage by stage and look at a few of the main ways AI is removing friction from B2B buying journeys, starting with customer need recognition all the way through renewal and expansion.

1. Predicting desires: How AI reads your customers’ minds

Rachel, a VP of Sales at a growing tech startup, is drowning in spreadsheets and missed quotas. She knows there’s a problem, but would need “superhuman” abilities to sort through data faster to make quicker decisions. 

With AI-powered analytics, she can sift through mountains of data to identify patterns and trends that human eyes might miss. For Rachel, this could mean spotting a correlation between low sales performance and outdated product knowledge among her team, while also anticipating the future needs of her customers based on emerging market trends.

For example, analyzing customer interactions and feedback with AI may reveal many prospects express confusion about a new feature in their software. Recognizing this trend, Rachel can proactively develop tailored training sessions that not only equip her sales team with the necessary information but also empower them to speak confidently about the product’s benefits. 

AI’s data analysis and predictive capabilities enable Rachel to turn insights into actions, preparing her team to meet customer needs before they even articulate them. 

AI tools helpful in the need recognition stage include:

• Generative AI: Marketers can use prompts to get AI tools to generate drafts of emails, blog posts, ads, and case studies that address common customer concerns.
• AI predictive and recommendation engines: Helps marketers to analyze and predict customer behavior based on available data to develop messaging and content that resonates with prospects.

Marketers can use generative AI tools to gather insights about prospects before writing marketing content to appeal to them:

Pro tip: Don’t rely on AI to identify needs on its own — use it to validate your hunches, too. If you suspect a particular pain point is affecting your customers, ask your AI tool to analyze relevant data and confirm or refute your theory. Then, your marketers can use this to produce content (with the help of generative AI) to capture the attention of target customers. 

The need recognition stage sets the tone for the buying journey. Get it right, and you’re not just solving problems — you’re opening doors to opportunities your customers didn’t know they had.

2. AI: Your prospect’s personal shopper

Alex is a potential customer who knows she has a problem and is hunting for a solution you offer to solve it. But she’s drowning in a sea of Google results with articles and videos with differing views on how to scratch her itch. Yet when she finds her way to your website, she can’t find the answers she needs in your resource library. 

It’s a frustrating experience, but you can help her avoid it by using AI. 

For instance, AI-powered recommendation engines (aka chatbots) are personal shopping assistants. They analyze vast amounts of data to serve personalized answers and content relevant to Alex’s search. 

No more sifting through pages of irrelevant information or getting lost in the depths of unhelpful search results on your website.

Here’s how AI is transforming the information search stage:

1. AI-powered recommendation engines analyze customer data to provide personalized product suggestions, making it easier for buyers to find what they’re looking for quickly.
2. Personalized content delivery ensures buyers receive relevant information at the right time, increasing interactions and reducing frustration.
3. Marketers can use AI to optimize their content strategy, focusing on creating materials that resonate most with their target audience.

Pro tip: Use AI to track content engagement metrics and continuously refine your strategy based on what resonates most with your audience. For example, Digital Sales Rooms (DSR) like those offered by Bigtincan allow buyers to interact with personalized content from the company’s repository (that your team sets up) and use SearchAI to get the most value from it.

It’s like having a knowledgeable sales rep on call at all times, ready to answer questions and guide the buyer through their journey.

Remember, the information search stage shapes a buyer’s perception of your brand and solutions. Get it right, and you’re not just providing information — you’re building trust and positioning yourself as the go-to expert in your field. 

3. Weighing options with AI (beyond pros and cons lists)

Your prospect, let’s call him Tom, is overwhelmed with wading through dozens of product comparisons, feature lists, and conflicting reviews. He’s got tabs open for every competitor in your space, and his brain is starting to feel like a particularly confusing episode of “Choose Your Own Adventure.” 

AI chatbots come to the rescue again as tireless, knowledgeable sales reps who are on call 24/7. They can answer Tom’s questions about your product features, pricing, and how you stack up against the competition — all without him wading through endless web pages or waiting for a human to get back to him.

It’s a reliable product expert in Tom’s pocket, ready to chat at 2 a.m. when he’s doing that late-night research binge we all know and love. AI does more than help customers evaluate solutions — it also helps your sales team prepare for those all-important customer interactions. 

A Gartner survey shows that 75% of B2B buyers prefer a rep-free sales experience. That means when Tom finally does reach out to your team, he’s already armed with a ton of information (and probably a few misconceptions your team can shed light on).

Here’s how AI is transforming the evaluation stage:

• AI chatbots assist customers in researching products and services around the clock, providing instant answers and reducing friction in the buying process.
• SearchAI tools, like the one offered by Bigtincan, allow buyers to quickly find relevant information within shared content, making it easier for them to evaluate your solution.
• Sales reps can use AI-generated insights to better prepare for customer interactions, anticipating questions and concerns before they arise — especially if they’re using a “closed” AI that sources answers based on proprietary information.

Pro tip: Use AI to analyze the questions customers ask your chatbots and search tools. This intel can identify gaps in your content and training, ensuring your team is always one step ahead of customer needs.

Bigtincan’s SearchAI, for example, doesn’t just help customers find information — it helps your marketing and sales teams understand what information customers are looking for. 

Here’s Bigtincan’s analytics dashboard showing top searches, which marketers can use to create content that will help sales teams answer customer questions and close more deals:

The evaluation stage is when customers compare your solution to competitors. Make this stage informative and smooth, and you’ll go from being a contender to the frontrunner. 

4. From data to dialogue: AI’s impact on customer conversations

Your star sales rep, Emma, is about to hop on a call with a prospect. She’s got her game face on, but feels she might’ve missed something in her prep. Now that you understand AI’s potential, you equip her with a Conversation Intelligence tool.

Why is this convenient?

Because it allows reps like Emma to practice their pitches, handle objections, and fine-tune their delivery without the pressure of a live audience. It’s like a dress rehearsal for the big show, minus the stage fright and with instant feedback. 

Here’s how AI is transforming the appraisal stage:

• Conversational AI enables sales reps to practice and improve their pitches, ensuring they’re ready for any curveball a prospect might throw.
• AI-powered meeting summaries and CRM updates save time and improve accuracy, allowing reps to focus on building relationships rather than data entry.
• Search tools allow buyers to quickly find relevant information within shared content, making evaluating your solution easier.

Pro tip: Use AI-powered sentiment analysis to gauge customer reactions during virtual meetings or demos. This can help sales reps adjust their approach in real time, addressing concerns or emphasizing benefits based on subtle cues in the customer’s tone or language.

Remember, the appraisal stage is where your solution really gets put to the test. It’s like being on a first date with your prospect – you want to impress, but you also need to be genuine and address their specific needs. AI helps you strike that perfect balance between preparation and authenticity.

5. Sealing the deal: How AI turns maybes into yeses

Emma is on a roll. Thanks to her new AI tool, she’s on the verge of closing a deal she’s been nurturing for months. But the prospect’s throwing curveballs, asking about features Emma’s not quite sure about.

As he speaks, Emma asks her AI assistant for insight into his questions. Suddenly, a notification pops up on Emma’s screen: “Tom’s company recently expanded their cloud infrastructure. Highlight our product’s seamless cloud integration.”

Emma smoothly weaves this insight into her pitch, and Tom’s eyebrows raise with interest. But he’s still not convinced.

The AI, having analyzed Tom’s past interactions and company CRM data, suggests a personalized approach: “Emphasize cost savings. Similar companies in Tom’s industry saw a 30% reduction in operational costs within six months.”

Emma takes the cue and pivots her presentation. She shares a case study that the AI pulled up, showcasing how a company similar to Tom’s achieved significant cost savings.

Tom leans in, his skepticism visibly melting away. “You know, Emma, that’s exactly the kind of ROI we’re looking for,” he says.

As the call wraps up, she’s confidently scheduling the next steps. Thanks to her AI wingman, she turned what could have been a “maybe” into a resounding “yes.”

Here are other ways AI improves the purchase stage:

• AI-powered lead scoring and sales forecasting help reps like Emma prioritize their time and efforts on the deals most likely to close.
• Chatbots speed up sales cycles by providing instant answers to customer queries, even outside business hours. 
• Sales teams benefit from more efficient deal closures and improved win rates. It’s not just about closing more deals — it’s about closing the right deals faster.

Pro tip: Use AI-generated insights to personalize your final pitch. If the AI tells you a prospect has been repeatedly viewing a specific case study, that’s your cue to highlight those success stories in your closing arguments.

Bigtincan’s AI tools can integrate seamlessly with your CRM, providing real-time insights and recommendations. It’s like having a sales coach whispering winning strategies in your ear during the big game. 

For example, here’s how GenieAI helps salespeople find answers in seconds while on a call:

The purchase stage is where all your hard work comes to fruition. It’s about more than closing deals — it’s a chance to build long-term relationships. And in sales, that’s worth its weight in gold (or, you know, recurring revenue).

6. The never-ending honeymoon: How AI keeps customers swooning

Your new customer, Rebecca, has just signed on the dotted line. She’s excited, but also a bit overwhelmed. She’s got a shiny new product, but now what? 

You can do the usual onboarding process to help her learn the ropes. But why stop there? With AI, you can give her a personalized experience available 24/7 — no need to book calls with a human, unless she wants to. 

This frees your customer support team to focus on the customers who really need it. And creates an unforgettable experience that turns customers into advocates.

According to a 2023 Twilio Segment survey, 70% of consumers expect companies to understand their needs. So, including AI in your post-purchase stage ensures your customers get the personal touch they desire. 

Here are other ways AI is transforming the post-purchase stage:

• AI personalizes onboarding and training experiences, making new customers feel like VIPs from day one. 
• Chatbots offer immediate customer support, answering questions faster than you can say “Have you tried turning it off and on again?” They’re the energizer bunny of customer service — they keep going and going, 24/7.
• Customer success teams can use AI to analyze usage patterns and proactively reach out with personalized tips or training resources. It’s like having a crystal ball that shows you exactly what your customers need before they even know they need it.
• Search AI tools in Digital Sales Rooms converted from “prospect stage” to “customer stage” help new users explore platform-specific information.

Pro tip: Use AI to create personalized “welcome aboard” content for new customers. It’s a great way to make them feel special and start the relationship on the right foot. 

Bigtincan’s AI-powered tools don’t just help during the sales process — they continue to add value long after the deal is closed. For instance, AI can analyze customer usage data to identify potential issues or opportunities for upselling, allowing customer success managers to be proactive rather than reactive.

The post-purchase stage is where you keep customers happy, so they stick around longer. AI makes this easier by allowing your customer success managers to be more proactive about building a high-value experience. 

7. From customers to advocates: AI’s role in relationship building

Your customer success manager, Olivia, is staring at a spreadsheet of accounts up for renewal. She’s got a nagging feeling she’s missing some prime upsell opportunities. With over 100 accounts to manage, she can’t remember every detail about each customer’s unique needs and usage patterns.

Now, she doesn’t have to.

Sure, AI can help you close deals. But more importantly, it can help customer success teams keep those deals closed by giving customers the personalized attention they need around the clock. A Bain & Company study shows a 5% increase in customer retention can increase profits by 25% to 95%. 

Here are more reasons to use AI in the renewal and expansion stage:

• AI predicts customer behavior and identifies upsell opportunities, helping Olivia see which accounts are ripe for growth.
• Chatbots explore additional solutions with customers, generating leads for account managers without them lifting a finger (or making another cold call).
• Customer success and account managers can use AI to analyze customer data and provide insights into customer behavior, helping them understand their customers better.
• CSMs can also use AI search and assistant tools to source helpful content and build DSRs for their clients.

Pro tip: Use AI to analyze customer usage patterns and proactively reach out with personalized tips or training resources. 

In the renewal and expansion stage, you turn a one-time buyer into a lifelong advocate. Or even better, it’s where they become brand ambassadors who vouch for your company and recommend others to try your product or service.

Go from information overload to intelligence overflow

Are your reps bogged down by admin work? Is your content gathering digital dust? Are your training programs putting people to sleep? 

These are problems you want to nip in the bud fast. 

Here’s how you can use AI to tackle them:

1. Start small and scale smart. Don’t try to boil the ocean (or in this case, digitize it). Begin with a pilot project, like using AI for content summarization or email drafting. 
2. Invest in the right tools. Look for AI solutions that integrate seamlessly with your existing tech stack. Bigtincan’s suite of AI tools, for instance, plays nice with popular CRMs and other business systems, making adoption a no-brainer. And ensure the training is interactive and personalized to keep your teams on their toes. 
3. Train your team. AI is only as good as the humans using it. Provide comprehensive training to ensure your team can use these new tools effectively. 
4. Prioritize data quality. AI feeds on data, so ensure your data is clean, structured, and comprehensive. Garbage in, garbage out, as they say.
5. Monitor and measure. Set clear KPIs to track the impact of AI on your sales process. Are you seeing increased efficiency? Higher conversion rates? More engaging customer interactions?

Ready to build an AI-enabled sales funnel? Get in touch for guidance.