At HubSpot’s 2023 INBOUND event, there was no shortage of sales, marketing, and service professionals talking about revolutionizing revenue. The B2B buyer understands how simple making a purchase should be, just like it is for a consumer product. B2B buyers want to remove as much friction from the process as possible and people want to be met where they are. That’s why it’s crucial for today’s modern sales professionals to take note of this shift. AI tools can make an immense impact by helping with account identification, prospecting, data analysis and more.