Modern Buyer Journey Demands New Lead Generation Approaches with Zach Jones | Ep. 302

In today's rapidly evolving sales landscape, lead generation remains a top priority for Chief Revenue Officers and sales leaders. But with the rise of AI, changing buyer behaviors, and an overwhelming array of tools and technologies, how can sales teams effectively navigate this complex terrain?

In this episode of the Modern Selling Podcast, I sit down with Zach Jones, Chief Revenue Officer at TechnologyAdvice, to explore the cutting-edge strategies and tools that are reshaping the lead generation game. With over a decade of experience in scaling sales teams and driving revenue growth, Zach offers invaluable insights into the current state of B2B sales and marketing.

Adapting to the New B2B Buyer Journey

One of the most significant shifts we discuss is the changing nature of the B2B buyer journey. Zach highlights that:

• 75% of the buyer journey now happens before someone wants to talk to sales
• 86% of buyers start with a shortlist of vendors
• 92% of purchases come from that initial shortlist

This means that awareness and early education are more critical than ever. Sales and marketing teams need to focus on getting on that shortlist through strategic content placement and engagement across various channels.

The Rise of AI in Sales and Marketing

Artificial Intelligence is not just a buzzword – it's reshaping how we approach lead generation and engagement. Zach shares eye-opening statistic:

• There's been a 240% increase in page views from ChatGPT to their websites since January

This shift towards AI-driven con