“The future is already here — it’s just not evenly distributed yet.”
That fantastic quote, usually attributed to author William Gibson, perfectly captures the state of generative AI and automation in marketing.
As we approach what I hope will be a better year, I’m optimistic that AI’s benefits will become more evenly distributed.
But I also worry that this might lead us to forget this crucial truth: The iterative work of strategy and the creative process are inherently full of 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.
The no-friction pizza order
I ordered 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 hadn’t ordered Domino’s since that movie came out. That’s right — it’s been nearly 30 years.
In the mid-1990s, there were no apps, websites, or pizza trackers. Instead, someone would leave a Domino’s magnet menu on your doorknob, and you’d stick it on your fridge. When you called to order, the menu was simple: pizza. Large or small. Thick or regular crust. Eleven toppings. Done.
In 1994, ordering Domino’s was all about efficiency. You’d call, choose your pizza, and 30 minutes later, it showed up at your door.
The brand became synonymous with average, efficient pizza.
After several neighbors told me I was “missing out,” I gave Domino’s another try. I approached the 2024 experience with my 1994 expectations: average, efficient pizza.
To Domino’s credit, its iPhone app nailed the efficient part.
The menu has exploded over the past decades to include chicken, tater tots, sandwiches, pasta, salads, desserts, and pizza with five types of crust.
The app walked me through the ordering process quickly and painlessly. I selected a few pizzas and threw in some cheesy tater tots (don’t judge). The GPS-suggested delivery address was eerily accurate. My order was in motion.
Less than 30 minutes later, my pizzas and tots arrived.
How were they?
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 customize and ask for double cheese. Add garlic! And the cheddar bacon tots — those are the real deal.”
I was fascinated. In their eyes, my “meh” experience was my fault. I hadn’t taken the time to dive into the endless customization options and curate the optimal experience.
And honestly? They weren’t wrong.
But my Domino’s experience holds an important lesson for marketers: Friction can be a good thing in complex sales.
Wait. Really?
Isn’t the whole point of marketing to remove friction from the buyer’s journey?
Maybe not.
The “right way” to buy
For the last 20 years, marketers have been bombarded with this message: Eliminate friction.
You’ve probably implemented tech that promises to “remove friction from the customer journey.” You’ve streamlined websites, stripped down product landing pages, and built sales enablement scripts so airtight they leave no room for a rep to read the room.
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 “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 do you give customers meaningful choices without overwhelming them?
The answer? You introduce friction — strategic, intentional friction that slows the buyer’s journey just enough to add value and enhance their overall experience.
I’ve seen a few modern B2B companies nail 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 offerings, but they often miss the mark. They focus too much on who the buyer is and gloss over the why or what behind their decisions.
A smarter strategy? Tag your content with attributes that refine and prioritize your recommendations. Highlight unique features or combinations that prompt the customer to pause, slow down, and say, “Oh, that’s different than I thought. That might be exactly what I need.”
2. Feature bundles sell better than endless possibilities
I learned this one the hard way years ago. As CMO for an enterprise web content management software company, I was proud of our “we can do anything” flexibility for translation and localization workflow capabilities. We thought eliminating objections — any friction at all — would seal deals.
Turns out, we were wrong. Customers didn’t want a blank slate. They wanted to hear exactly how we would solve translation problems. They wanted to compare methods because their current process wasn’t working. Saying “Yes, anything 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 the decision-making process — but you guide it toward better outcomes.
Customers feel supported, not overwhelmed.
3. Turn the “dead zone” into an engagement zone
There’s a phase in every B2B buyer’s journey I call the “dead zone.” It’s that awkward gap after the customer says “yes” but before the contract is signed and the solution is delivered, onboarded, or implemented.
Here’s what usually happens: The sales team backs off, afraid to rock the boat, while the customer gets anxious. Contracts, delivery, and onboarding can make them second-guess their decision before even using the product.
Slowing things down here — adding intentional, valuable friction — can make all the difference. Share thought leadership, helpful resources, or onboarding content that gets them ready to succeed. Instead of silence, give them reasons to feel excited and prepared.
Valuable engagement during this “dead zone” reduces buyer’s remorse and makes new customers loyal advocates. It’s not about upselling; it’s about delivering confidence.
Adding friction isn’t about making the process harder — it’s about making the outcomes better.
Friction can be good
The B2B marketer’s job isn’t to grease a buyer’s journey so thoroughly 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 items. Pizza? Big. Crust? Thin. Toppings? Pepperoni, onions. Anything else? Tots. Checkout. Done.
But imagine if the app had slowed me down after I selected the first few options. Maybe with a message like, “Hold up — most customers in your area swear by double cheese. Want to try it?” Or, “Welcome back! Did you know this special combo is trending right now?”
That moment of friction could have made me rethink my choices and enjoy the experience (and perhaps the pizza) more.
Often, customers don’t know exactly what they want. Or, worse, their assumptions lead to subpar decisions.
You and your competitors might offer nearly identical products, but the difference lies in how you guide your customers through the decision-making process.
By introducing intentional pauses, you help customers discover the combinations that make your solution stand out.
As you focus on building more valuable, loyal customers who stick around and evangelize your brand, remember: Sometimes it’s better to slow down and help them make the right choice than to rush them into the wrong one.
It’s your story. Tell it well.
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Cover image by Joseph Kalinowski/Content Marketing Institute