Demand Gen Plays for the Antisocial Buyer

Modern B2B buyers increasingly bypass traditional sales funnels, opting for self-directed research through AI, social media, and community platforms. This shift necessitates a move away from gated content and performance-based lead generation toward brand-led demand strategies. Establishing visibility within AI models and search engines ensures brands remain part of the buyer's consideration set before they ever contact sales. Building trust requires high-intent engagement, such as async video and educational workshops, rather than superficial touchpoints. Shifting metrics from MQLs to deep engagement—such as hours of content consumed—provides a more accurate reflection of buyer intent and sales readiness. By ungating resources and prioritizing authentic, expert-driven content, companies can effectively influence buyers who are already halfway through their decision-making process before ever engaging with a sales team.