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B2B go-to-market is rapidly consolidating around three strategic layers: Data, Activation, and Content. Data tells you who matters, when they matter, and why they may be in market. Activation determines how you engage those buyers across channels. Content shapes what buyers experience, understand, and trust. For years, these layers were treated as separate categories. That model is breaking down. The strongest GTM companies are no longer staying in a single lane. Data platforms are moving closer to orchestration. Activation platforms...
The year 2025 marks a definitive turning point in B2B marketing, a year where the traditional funnel fundamentally changed. Through extensive research covering data from 122M B2B websites journeys across multiple industries, we have identified a dramatic transformation driven by the widespread adoption of LLM chats. The research phase of the buyer journey has largely migrated off-site, taking place inside AI interfaces rather than on your website. The result is a paradox: while total website traffic is stagnating and engagement...
Your website is currently failing the most important visitors in your funnel: the prospects who have already done their homework in an LLM chat before they ever clicked your link. While many companies are adopting "Answer-Led" chatbots, this approach is still too passive—it relies on the buyer to know exactly what to ask and be willing to type it out. The new standard is Question-Led engagement. Instead of waiting for a prompt, we proactively guide visitors with relevant pre-curated questions....
The traditional language of sales and marketing is aggressive. We talk about "converting" buyers. When you really think about it, the word implies a forced transformation—changing something from one state to another, often against its natural resistance. It implies that we, the sellers, are the active agents forcing a passive buyer to change. But in 2025 buyers are no longer passive. They don’t want to be "converted"; they want to be understood. The era of forcing form fills, gating content,...
B2B buyer journeys have changed more in the last two years than in the decades before. What used to be a longer, multi-touch process is now happening much faster, more compressed, and far harder to observe. AI didn’t just introduce new tools—it changed buyer behavior. And that shift demands a new operating model: Agentic GTM, supported by agentic websites that can guide buyers through decision-making in real time. What Changed in Buyer Journeys Not long ago, the buying process unfolded...
Are your buyers reading your content, or are they just looking for answers? This was the central question of our latest webinar featuring Andrey Kastelmacher, our own Sales Director. We explored the rapid transition toward "answer-led" journeys, where buyers leverage AI to research vendors without ever speaking to a human. To navigate this new reality defined by GEO (Generative Engine Optimization) and LLMs, we need a new approach. It’s no longer enough to just publish pages; we must build systems...
In the complex world of B2B commerce, the "Buyer Journey" is often discussed in terms of clicks, stages, and touchpoints. But fundamentally, a buying journey is a decision-making process. It is a sequence of micro-conclusions—about budget, technical fit, security, and trust—that eventually culminate in a final "Yes."For a decision to be made, a conclusion must be reached. And to reach a conclusion, information must be processed. This relationship between Information, Processing, and Decision is where the B2B Go-To-Market strategy is...
The future of GTM is arriving faster than anyone expected—and during our this webinar, we explored what leading CMOs are already doing to prepare. We were thrilled to co-host this conversation with Lora Kratchounova, Founder & Principal of Scratch Media + Marketing, a long-time advisor to B2B tech companies and one of the industry’s sharpest voices on modern growth strategy. The Buyer Journey Has Changed, Again… The buyer journey is undergoing one of the most significant shifts we’ve seen in...
As generative AI transforms how information is discovered and consumed, your website isn’t just a destination — it’s a participant in conversations happening across generative platforms. In our recent session with Niall Moran, Director of Technology PR at Marketbridge, we explored how Large Language Models (LLMs) are reshaping buyer behavior. And most importantly, we shared what marketers must do to stay visible, relevant, and competitive in the new landscape of Generative Engine Optimization (GEO). The Buyer Journey Has Been Rewritten...
ABM has been a cornerstone of B2B go-to-market strategies for years. But with new acronyms and approaches emerging—like BGM (Buyer Group Marketing)—and AI transforming how buyers engage with content, is ABM still the right playbook? In a recent session with Robert Norum, ABM and Demand Strategy Expert at the B2B Marketing Propolis Community, we dug into this question and explored the evolving role of ABM. From One-to-One to the ABM Ecosystem ABM had a long journey since it first emerged....
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