“The future is already here, but it is not yet distributed equitably.”
This fantastic quote, usually attributed to author William Gibson, perfectly illustrates the state of generative AI and automation in marketing.
As we approach what I hope will be a better year, I am hopeful that the benefits of AI will be distributed more equitably.
But I also worry that it makes us forget this crucial truth: iterative strategy work and the creative process are inherently fraught with friction. And that friction is valuable.
I think friction also plays an important role in the experiences marketers create for potential buyers and customers.
Let me explain.
Frictionless pizza ordering
I ordered a Domino’s pizza not long ago. Yes I know. But stay with me for a second.
Remember the scene in Reality Bites where Lelaina, played by Winona Ryder, orders Domino’s and asks, “Do they take checks?”
I haven’t ordered a Domino’s since this movie came out. That’s right, it’s been almost 30 years.
In the mid-1990s, there were no apps, websites, or pizza trackers. Instead, someone would leave a magnetic Domino’s menu on your doorknob and you’d stick it on your refrigerator. When we called to order, the menu was simple: pizza. Big or small. Thick or regular crust. Eleven toppings. Do.
In 1994, ordering Domino’s was all about efficiency. You called, chose your pizza and 30 minutes later it showed up at your door.
The brand has become synonymous with average, efficient pizza.
After several neighbors told me I was “missing something,” I tried Domino’s again. I approached the 2024 experience with my 1994 expectations: an average, efficient pizza.
To Domino’s credit, its iPhone app got the efficient part right.
The menu has exploded in recent decades to include chicken, tater tots, sandwiches, pastas, salads, desserts and pizzas with five types of crust.
The app guided me through the ordering process quickly and painlessly. I selected a few pizzas and added some cheesy tater tots (don’t judge). The delivery address suggested by the GPS was strangely accurate. My order was on the move.
Less than 30 minutes later my pizzas and toddlers arrived.
What were they like?
Meh. It might be another 30 years before I try again.
When I shared my experience with my neighbors, they were horrified. “You didn’t do it right,” they said. “You have to personalize and ask for double cheese. Add garlic! And the Bacon Cheddar Tots – they’re the real deal.
I was fascinated. In their eyes, my “meh” experience was my fault. I hadn’t taken the time to delve into the endless customization options and curate the optimal experience.
And honestly? They weren’t wrong.
But my Domino’s experience contains an important lesson for marketers: friction can be a good thing in complex sales.
Wait. Really?
Isn’t the point of marketing to remove friction from the buyer’s journey?
Maybe not.
The “right way” to buy
Over the past 20 years, marketers have been bombarded with this message: eliminate friction.
You’ve probably implemented technology that promises to “remove friction from the customer journey.” You’ve streamlined websites, simplified product landing pages, and created sales enablement scripts so airtight they leave no room for a rep to read the space.
But here’s the thing: B2B products and services are inherently complex. Your endless “toppings” and “sides” set you apart and make your solution truly valuable.
Take the “marketing cloud” and “marketing hub” products from HubSpot, Oracle, Salesforce or Adobe. They offer so many options that even I can’t tell you every component they include – and I’ve spent over a decade analyzing this space.
This complexity presents a significant challenge: how to offer customers meaningful choices without overwhelming them?
The answer? You’re introducing friction: strategic, intentional friction that slows down the buyer’s journey just enough to add value and improve their overall experience.
I’ve seen a few modern B2B companies take this approach using one or more of the following approaches.
1. Use content data to add context, not just precision
Most B2B companies collect first party data to personalize their offers, but they often miss the target. They focus too much on who the buyer is and gloss over the why or what of their decisions.
A smarter strategy? Mark your content with attributes that refine and prioritize your recommendations. Highlight unique features or combinations that make the customer pause, slow down, and say, “Oh, that’s different than I thought.” Maybe this is exactly what I need.
2. Feature bundles sell better than endless possibilities
I learned this one the hard way years ago. As the CMO of an enterprise web content management software company, I prided myself on our “we can do anything” flexibility in translation and localization workflow capabilities. We believed that eliminating objections – of all friction – would allow agreements to be reached.
Turns out we were wrong. Customers didn’t want a blank page. They wanted to know exactly how we were going to solve the translation problems. They wanted to compare methods because their current process wasn’t working. Saying “Yes, whatever you want” gave them no confidence that we had a point of view on a solution.
By recommending specific options like “Most customers choose this,” “Recommended for you,” or “Editor’s Choice,” you slow down the decision-making process, but guide it toward better results.
Customers feel supported, not overwhelmed.
3. Transform the “dead zone” into an engagement zone
There’s a phase in every B2B buyer’s journey that I call the “dead zone.” It’s that annoying gap after the customer says “yes” but before the contract is signed and the solution is delivered, integrated or implemented.
Here’s what usually happens: The sales team backs away, afraid to make a difference, while the customer worries. Contracts, delivery, and onboarding may make them reconsider their decision before even using the product.
Slowing things down here – adding intentional, valuable friction – can make all the difference. Share thought leadershiphelpful resources or onboarding content that prepares them for success. Instead of remaining silent, give them reasons to feel excited and prepared.
Valuable engagement during this “dead zone” reduces buyer’s remorse and turns new customers into loyal advocates. This is not upselling; it’s about giving confidence.
Adding friction isn’t about making the process harder, it’s about improving the results.
Friction can be good
The B2B marketer’s job is not to grease a buyer’s journey so much that they miss opportunities to pause and rethink. Sometimes that pause creates real value.
Take my Domino’s experience. The app was a marvel of efficiency: identify the delivery location, set the time and select the items. Pizza? Big. Crust? Thin. Toppings? Pepperoni, onions. Anything else? Toddlers. Check. Do.
But imagine if the app had slowed me down after selecting the first few options. Maybe with a message like, “Wait, most customers in your area swear by double cheese. Do you want to try it? Or: “Welcome!” Did you know this special combo is trending right now?
This moment of friction could have made me rethink my choices and enjoy the experience (and maybe the pizza) more.
Often, customers don’t know exactly what they want. Or, worse yet, their assumptions lead to poor decisions.
You and your competitors may offer almost identical products, but the difference is how you guide your customers through the decision-making process.
By introducing intentional pauses, you help customers discover the combinations that set your solution apart.
As you focus on creating more valuable, loyal customers who stay and evangelize your brand, remember: Sometimes it’s better to slow down and help them make the right choice rather than rush them into the process. bad.
It’s your story. Say it well.
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Cover image by Joseph Kalinowski/Content Marketing Institute
