Hoe AI het Nederlandse B2B-inkoopproces ingrijpend verandert – en wat marketeers nu moeten doen

Discover what 60+ senior B2B marketers in the Netherlands are seeing on the front lines of AI-led search and buying — and how to turn AI visibility into a competitive advantage.

AI has quietly become the first stop for many Dutch B2B buyers. They’re using tools like ChatGPT, Perplexity and Google AI Overviews to understand categories, compare vendors and build shortlists long before they ever reach your website.

To understand what that means in practice, Clarity surveyed over 60 senior B2B marketing and communications leaders in the Netherlands. The result is The New B2B Buyer Journey: Netherlands Edition – a data-led look at how AI is changing discovery, evaluation and conversion in one of Europe’s most advanced digital markets, with practical guidance on how to respond.

In this report, you'll:

• Explore the “investment paradox”: 63% of Dutch B2B marketers increased budgets in the past year - but only a quarter saw strong, measurable impact.
• See where AI is influencing the journey most: from initial discovery and content visibility to vendor shortlisting and product research.
• Understand why you’re no longer competing for page one of Google, but for a handful of trusted sources that LLMs choose to reference.
• Learn why AI rewards credibility over quantity, and how earned, owned and third‑party sources combine to shape your “AI-era” reputation.
• Uncover the structural gaps: low confidence in AI representation, lack of ownership, measurement blind spots and siloed teams.
• Get a clear, practical roadmap for improving AI visibility – from treating accuracy as a strategic asset to reframing PR as critical infrastructure for discovery.