How much buyer research happens before a sales rep even knows a prospect exists?
Between 70-90% of the B2B buying journey happens before any sales contact.
Most prospects have already researched your product, compared alternatives, and formed initial opinions while completely invisible to your go-to-market team. By the time someone fills out a form or requests a demo, they've already decided whether your product fits their needs, often based on incomplete information from static pages and competitor sites.
The traditional approach of waiting for form fills misses the vast majority of buyer activity. Riff addresses this by treating the entire anonymous research phase as an active buying stage rather than a blind spot. Instead of waiting for prospects to submit contact information, Riff enables them to get instant answers to product questions, pricing details, and technical specifications while they're actively researching.
How this works in practice:
• Prospects interact with role-aware AI that adapts responses for business, technical, and economic buyers without requiring them to identify themselves
• Every question and exploration path gets captured and summarized, creating a research trail that sales teams can reference later
• Buyers receive immediate responses without waiting on human approval, eliminating the delays that typically cause prospect abandonment
This approach matters most for complex B2B products where buyers need detailed technical answers before they're ready to talk to sales, high-velocity SaaS environments where prospects expect consumer-grade immediacy, and sales teams overwhelmed by repetitive questions that prevent them from focusing on qualified conversations.
The key insight: anonymous research isn't a gap in your funnel, it's the actual top of your funnel. Riff treats this invisible majority as active prospects worth engaging, not passive traffic worth tracking. The companies winning deals are the ones making it effortless for prospects to get answers during that critical 70-90% phase, not the ones still waiting for contact forms.