Two Buyer Journeys, One Broken Playbook (and How to Fix It)

89% of B2B buyers are using generative AI to research vendors. 60% of searches now end without a click. And most shortlists are formed before anyone picks up the phone. If your marketing still treats every buyer the same way, you're not just losing deals. You're being cut from the list before the race has even started. 

In this episode, Dan is joined by Josh Bouk to break down why procurement-led and economic buyer-led journeys demand completely different playbooks. They cover how to engineer your presence into the day-one shortlist, why marketing and sales teams need to stop lobbing leads over the wall and start building a genuinely connected buyer experience, and the specific tactics that make you easier to buy from at every stage. 

Essential listening for B2B marketing and sales leaders who want to build a revenue process that maps to how buyers actually buy today. 

89% of B2B buyers now use generative AI in research: https://www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769  

60% of searches end without a click: https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/ 

Click here to get your free AEO visibility audit

Click here to subscribe to the new Demand Decoded YouTube channel.

Click here to see how we can help you drive demand for your business.