Founded in 1982, Marketscan has long been a mainstay of the B2B database marketing industry, working with thousands of UK businesses over four decades.
According to the research, 92% of B2B buyers start their journey with at least one vendor in mind, and 41% already have a preferred vendor selected before any formal evaluation.
Built on Jellyfish’s Share of Model platform, Chorus analyses AI-generated content to surface brand perceptions, compare positioning against competitors, and recommend adjustments to creator strategies that can positively influence future AI outputs.
The introduction of AI-generated summaries in search engines is reshaping how B2B buyers interact with content - and B2B marketers are losing visibility and control in the process.
In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.