B2B Reads: ICPs and Personas, AI Agents, the Enterprise B2B Buyer, and More

Each Saturday morning we share a few of our favourite B2B gross sales and advertising and marketing posts from across the internet final week (so it’s contemporary!). We’ll miss a ton of nice stuff, so if you happen to discovered one thing you assume is value sharing please let us know.

Stronger targeting starts with aligned personas and ICPs by Stephanie Miller

Whereas ideally suited buyer profiles (ICPs) are nice for determining which firms to focus on, they don’t let you know why particular person consumers inside these firms make choices. That’s the place personas are available. Whenever you align ICPs with detailed personas and embed each into your advertising and marketing tech stack, your messaging will get sharper, campaigns convert higher, and also you waste much less time on the fallacious leads. Not solely that, it brings a human aspect into your advertising and marketing.  Extra private, much less generic.

AI Agents Revolutionized B2B Marketing in 2025: From Automation to Strategy by James Hickey

In 2025, AI brokers stopped being simply automation instruments and have become key gamers in B2B advertising and marketing, dealing with all the pieces from marketing campaign execution to strategic decision-making. Entrepreneurs are actually utilizing specialised brokers to do issues like observe purchaser intent, generate content material, and optimize workflows so groups can focus extra on big-picture technique. The actual winners subsequent 12 months will likely be organizations that don’t simply undertake a bunch of instruments, however truly construct sensible techniques the place AI brokers work collectively to drive actual income influence.

The Rise Of The AI-Powered Sales Funnel: What Every CEO Should Know by Denis Sinelnikov

Conventional gross sales funnels aren’t slicing it anymore, and corporations utilizing AI to automate and personalize how leads are scored and nurtured are closing offers sooner and extra effectively. AI doesn’t substitute salespeople, however boosts them with predictive insights, real-time engagement, and customised follow-ups that people alone can’t scale. Arrange AI instruments proper to remain aggressive—don’t get left behind in a world the place most B2B gross sales will occur on-line.

What’s the state of the enterprise B2B buyer? by Mike Pastore

Enterprise B2B consumers used to comply with a reasonably predictable analysis path, however AI has completely modified the sport by making analysis simpler, but additionally flooding the market with tons of noise and competitors. Due to this, consumers have extra methods to seek out information themselves and distributors wrestle to face out and even see what consumers are doing. This text highlights a podcast dialog with Mika Yamamoto, Chief Buyer and Advertising Officer at Freshworks, about how belief, authenticity, and visibility within the shopping for course of are all shifting on this new AI period.

Less than a third of B2B marketers feel ‘understood’ by sales by Charlotte Rogers

Although most B2B entrepreneurs say they work intently with gross sales groups, fewer than a 3rd really feel really understood by them, resulting in friction. An enormous a part of the issue is that many gross sales colleagues assume advertising and marketing simply exists to serve gross sales or generate leads, moderately than appreciating its broader strategic worth. To dig deeper, take a look at Marketing Week’s 2025 State of B2B Marketing survey report.

Have a beautiful weekend and thanks for studying!  If in case you have B2B information sources you depend on we’d love to listen to about them.  Please share them with us.