Everyone’s Briefing AI. Few Are Briefing Themselves on Their Buyers.

The last quarter of 2025 will be busy in B2B marketing. When everyone returns from summer and starts experimenting with new AI tools, the digital arena will turn into a jungle. Everyone will be vibe-marketing their way forward.

Experiments are great, but if you’re using the same prompts as your competitors you won’t get far. Without knowing your buyers, you’re not innovating. You’re just adding more noise. And the root cause I see again and again is the same: neglected, messy client data.

Brief yourself on your buyers first. Then use the insights to be one step ahead of everyone else.

Clients you already have: the golden pot

According to 6sense’s 2024 Buyer Experience Study, 84% of buyers had prior experience with the winning vendor. In other words, your home base is the golden pot of opportunity. Yet most CRMs are more like black holes where leads go in and never come out.

So before chasing the new, start with what you already have. Look at your sales data: if a client bought product A but never product B, you already have an upsell list waiting. Call your most loyal clients, the ones who started buying less, or even the ones who left you recently. Sometimes just asking how they see your brand today will tell you more than a dozen dashboards. And don’t underestimate a small “missed you too” campaign for ex-clients or leads; a simple invite to a webinar or a face-to-face event can be enough to refresh the contact and test their intent. 

It isn’t glamorous work. But it’s the work that makes everything else easier.

Future clients: the ones you dream about

Once your base is alive again, move to your ideal clients. Refresh your ICP. Make a list of the top five accounts that truly fit it. Then learn as much as you can about them: who’s active on LinkedIn, what their autumn priorities are, how their business is doing, what might actually get their attention.

If you’re ambitious, reach out to executives directly. Even a short conversation can tell you what worries them, where they see the market heading, and what support they’d value from a vendor like you. Those insights are the raw material of positioning and content that cuts through.

Where AI really comes in

Now, AI. This is where most marketers want to start. But AI can only remix what you feed it. If you give it fog, don’t expect clarity back. If you feed it real buyer intelligence, it becomes a sharp amplifier.

So, once you’ve cleaned and refreshed your data, put it to work. Brief AI on buyer personas that actually reflect your ICPs, then run your campaigns and assets through those personas to see how they might react and what questions they would raise. Adjust your content accordingly. Done well, AI becomes less of a gimmick and more of a rehearsal space — an advantage rather than a distraction.

The finish line

Everyone can be fast this autumn. Everyone can vibe-market. But real advantage will go to the brands that know their buyers so well, not even AI can get it wrong.

Jorė Astrauskaitė is a strategist and Partner at We Are Marketing. 

She helps B2B companies turn real customer insight intosharp positioning and sales-driven strategies. In a market where most brands communicate vaguely, she works with clients to build a clear, consistent, and distinctive voice.