Artificial Intelligence Applications in the B2B Sales Funnel
Fehrenbach, David ; Herrando, Carolina (Universidad de Zaragoza) ; Österle, Benjamin
Resumen: Purpose
Artificial intelligence (AI) applications can create value along the business-to-business (B2B) sales funnel. AI can support and even take over the tasks of managers and salespeople related to data-driven decisions. However, studies are lacking concerning the B2B sales problems that can be solved with AI and the AI types that can be applied to certain tasks. Moreover, the emergence of generative AI has disrupted this research area, offering new opportunities and challenges. This study therefore seeks to answer the question: What is the current state of knowledge of AI in B2B sales (regarding consensus definitions, theoretical grounding application, sales problems for which AI is used, and AI techniques and models applied at each stage of the B2B sales funnel)?.
Methodology
To explore this, we conduct a framework-based literature review of current AI applications for B2B sales problems. Originality The present research contributes to the literature by providing a comprehensive overview of AI conceptualization, recent research advances and available AI models for B2B sales challenges. Moreover, it identifies how AI applications can be implemented in each of the six stages of the sales funnel.
Findings
This study serves as a guide for B2B sales researchers and managers pointing that, currently, AI is mainly utilized for sales tasks related to qualifying the prospect (Stage 3) and serving the account (Stage 6). However, there is an untapped potential for Generative AI to support opening the relationship (Stage 2) and presenting the sales message (Stage 4), which present significant business opportunities where effective communication is vital.
Idioma: Inglés
DOI: 10.1080/1051712X.2025.2481374
Año: 2025
Publicado en: Journal of Business-to-Business Marketing (2025), 1-24
ISSN: 1051-712X
Financiación: info:eu-repo/grantAgreement/ES/AEI/PID2020-118425RB-I00
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial. Si remezcla, transforma o crea a partir del material, no puede difundir el material modificado.
Fecha de embargo : 2026-09-24
Exportado de SIDERAL (2025-10-17-14:13:44)
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Artificial intelligence (AI) applications can create value along the business-to-business (B2B) sales funnel. AI can support and even take over the tasks of managers and salespeople related to data-driven decisions. However, studies are lacking concerning the B2B sales problems that can be solved with AI and the AI types that can be applied to certain tasks. Moreover, the emergence of generative AI has disrupted this research area, offering new opportunities and challenges. This study therefore seeks to answer the question: What is the current state of knowledge of AI in B2B sales (regarding consensus definitions, theoretical grounding application, sales problems for which AI is used, and AI techniques and models applied at each stage of the B2B sales funnel)?.
Methodology
To explore this, we conduct a framework-based literature review of current AI applications for B2B sales problems. Originality The present research contributes to the literature by providing a comprehensive overview of AI conceptualization, recent research advances and available AI models for B2B sales challenges. Moreover, it identifies how AI applications can be implemented in each of the six stages of the sales funnel.
Findings
This study serves as a guide for B2B sales researchers and managers pointing that, currently, AI is mainly utilized for sales tasks related to qualifying the prospect (Stage 3) and serving the account (Stage 6). However, there is an untapped potential for Generative AI to support opening the relationship (Stage 2) and presenting the sales message (Stage 4), which present significant business opportunities where effective communication is vital.
Idioma: Inglés
DOI: 10.1080/1051712X.2025.2481374
Año: 2025
Publicado en: Journal of Business-to-Business Marketing (2025), 1-24
ISSN: 1051-712X
Financiación: info:eu-repo/grantAgreement/ES/AEI/PID2020-118425RB-I00
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial. Si remezcla, transforma o crea a partir del material, no puede difundir el material modificado.Fecha de embargo : 2026-09-24
Exportado de SIDERAL (2025-10-17-14:13:44)
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Este artículo se encuentra en las siguientes colecciones:
Artículos > Artículos por área > Comercialización e Investigación de Mercados
Registro creado el 2025-07-17, última modificación el 2025-10-17