The future of b2b buying - Ascent Conference

The future of b2b buying

Over the last several years the b2b buying process has become more and more complex and buyers have more options than ever before.

Full Description


Zach Jones

CRO TechnologyAdvice
I am a marketing-minded sales leader that has a passion for helping clients connect with buyers through innovative marketing programs. I am vocal about providing a better experience for how business buyers research, evaluate, and purchase business technology. I am all about challenging the status quo when it comes to traditional marketing strategies and love to push B2B marketers to think differently about how they drive results for their business. As a Nashville native and graduate of Middle Tennessee State University, I am right at home at TechnologyAdvice.

The future of b2b buying

Over the last several years the b2b buying process has become more and more complex and buyers have more options than ever before. Because of this complexity, b2b buyers have taken control of the process and are now doing up to 70-80% of their research online before ever engaging with tech vendors directly. This means that all go-to-market motions must also adapt. In this session, we will explore how the b2b buyer journey has changed and discuss strategies for effectively communicating your brands value in this new buyer controlled climate.

Privacy Notice

This privacy notice discloses the privacy practices for ( This privacy notice applies solely to information collected by this website. It will notify you of the following:

Information Collection, Use, and Sharing

We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. We will not share your information with any third party outside of our organization, other than as necessary to fulfill your request, e.g. to ship an order.

Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

Your Access to and Control Over Information

You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:


We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 202-256-9707 or [email protected].