(How Independent Validation Influences B2B Buying Decisions) Imagine you’re looking for a memorable dinner at a restaurant, but don’t know where to go. How do you decide on the perfect location? One common approach is to search restaurant reviews to find a well-liked dining experience. This method is called “social proof” — a powerful concept that suggests if other people or organizations have used, liked, or… Read more »
AI is embedded in our daily workflows, but many of us are afraid to confront how reliant on it we’ve become. This anxiety is understandable. Sixty-six percent of consumers are experiencing AI credibility fatigue, and 43 percent say they don’t trust much of anything anymore. But staying silent won’t cut it. PR and communications professionals need an AI disclosure strategy to protect and strengthen their credibility…. Read more »
Today, nearly every company — whether a SaaS firm, CPG brand, or healthcare organization — claims to have an AI story. For communications teams, the challenge is not simply developing that narrative but earning attention for it, as the AI media relations landscape becomes increasingly crowded, raising the bar for what reporters consider newsworthy. In the latest edition of PAN Press Pass, we spoke with Shaun… Read more »
Before a B2B buyer reaches a vendor’s website today, they may have already compared features, evaluated pricing, and built a shortlist — all inside an AI platform. By the time they follow an AI citation to a product page, the selection work is largely done. That’s the insight behind a growing body of data showing AI-referred website visitors convert at much higher rates than visitors from other channels. It’s not that AI… Read more »
B2B buying is a multi-stage process, often taking months to complete. Usually, a team of people spend time researching and analyzing a product or solution to see if it even makes their shortlist. It’s more than a vendor capability assessment; it’s a deeply complex journey rooted in addressing critical challenges and needs. A 2026 report from Forrester uncovered that generative AI (gen AI) searches are an increasingly popular starting point for research and discovery. Buyers are relying more on their internal and external networks to validate purchase and procurement decisions. How marketing and sales teams reach their buyer audiences has fundamentally changed because of AI search. What vendor assessment really boils down to now is credibility and value. What is the Vendor Assessment Process? … Read more »
There was a time when a polished message could carry a lot of weight. A strong headline, a confident value prop, maybe a stat or two pulled from a familiar report. That was often enough to get a prospective buyer to lean in, book a demo, or at least give your brand the benefit of the doubt. That time feels like ages ago. Today, buyers are surrounded by… Read more »
At PAN, we regularly connect with journalists to better understand what makes a story stand out — and what gets ignored. These conversations help PR teams sharpen their pitching strategy and better align with the reporters covering their industries. For this edition of PAN Press Pass, we spoke with Emma Burleigh, a reporter at Fortune covering success, careers, and the evolving workplace. Burleigh’s reporting focuses on… Read more »
It always feels good to celebrate great work – and even better to be recognised by others for it. But awards offer more than just an opportunity to celebrate; they’re also an opportunity to influence buyers and machines. We know that generative AI tools are increasingly influencing how decision makers research, shortlist and validate technology partners. In this evolving world of discovery, visibility matters and credibility… Read more »
AI is quickly becoming the go-to research assistant. According to eMarketer, 47 percent of B2B buyers use AI for market research and discovery, and 80 percent of tech buyers use generative AI as often as traditional search. But AI comes with a catch: hallucinations. When AI tools like ChatGPT hallucinate, they confidently give information that’s inaccurate or fabricated. This lack of AI accuracy distorts executive research,… Read more »
I like to say, “I grew up on Crayola,” and have always lived my life in some, if not many, aspects of the creative world: designer, artist, writer, sculptor, etc. Much to the chagrin of my family and friends, I can’t shut it off; it’s like an autonomic function. I can’t watch a commercial, see a business with an interesting name, or think of a random pun without sharing campaign ideas stemming from it. It’s one of those “You know what they should do is…” types of afflictions. But this “always on” creative thinking is a big part… Read more »