In this episode, Sally is joined by Fractional CMO Jeremy Laight to unpack how buyer behaviour has transformed and why the classic AIDA funnel no longer reflects the messy, multi-channel journeys buyers take today.

Jeremy explains how AI is collapsing the top of the funnel, how buyers are joining the dots long before they ever reach your website, and why trust and credibility now carry more weight than any neatly mapped “journey”.

Together, they explore what this means for B2B and fintech marketers, from the role of content and social proof to how teams can influence the 70% of decisions that happen before a brand even knows it’s being considered.

In this episode, they cover:

• How AI is collapsing awareness and speeding up decisions
• Why modern buyer journeys are mostly invisible
• The impact of multi-person B2B decision-making
• The rise of peer recommendations via Slack and LinkedIn
• The types of content that get discovered, shared and trusted
• What marketers should prioritise to stay relevant in 2026

Jeremy also shares details of The Slice Network, his growing LinkedIn community for fractional CMOs and marketers.

Full episode available now.

Useful links:

Connect with Jeremy Laight on Linkedin: https://www.linkedin.com/in/cmolondon/

Join The Slice Network: https://www.linkedin.com/company/the-slice-network/

Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/