---
title: B2B marketers stand on the lip of a waterfall
description: Explore how AI, economic uncertainty, and digital-native buyers are transforming B2B buying behavior, shortening journeys, and shifting marketing priorities. Learn why B2B marketers must adapt strategies to win earlier and stay competitive.
---

[Articles ](https://green-hat.com.au/articles)

# [B2B marketers stand on the lip of a waterfall](https://green-hat.com.au/articles/b2b-marketers-stand-on-the-lip-of-a-waterfall)

 Written by [Stuart Jaffray](https://green-hat.com.au/articles/author/stuart-jaffray) | Nov 26, 2025 10:46:28 PM

[View full post](https://green-hat.com.au/articles/b2b-marketers-stand-on-the-lip-of-a-waterfall)

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