The AI-Enabled Buyer's Flow
Understanding how AI is transforming the buyer's journey in cybersecurity and what this means for product marketing strategies.
It's time to revise the old "buyer's journey map" mindset which was created before buyer's were AI-enabled. Welcome to the era of the AI-Enabled Buyer's Flow.
The rules that once shaped a buyer's flow when evaluating enterprise software are changing fast and PMMs are stuck between outdated methods and an AI-enabled world. To generate value, we used to produce assets that helped buyers find, understand, and ultimately purchase our product. Today, buyer's are using LLMs to find information, not pretty content, so we have to adapt.
In the traditional PMM playbook, being a creator meant executing against a well-defined buyer's journey map. You started with buyer personas, defined their pain points, mapped those to stages of a buyer's journey, and then filled the gaps with content. The strategy was clear: guide your buyer from education to solution to selection. Life was so simple then.
You likely used a SiriusDecisions-style framework from a decade ago, mapping content to stages by persona.
The Good Old Days
The logic went something like this:
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