In business, "leads" often conjure images of endless lists, cold calls, and mass emails. However, the real game-changer differs from the quantity of leads you generate and the quality. According to a recent study, 79% of all B2B leads don't convert to sales, emphasizing the importance of quality over quantity. In addition, B2B buyer behavior has shifted toward B2C-like experiences: they leverage information, proactively look for relevant content, and expect customized offers.

On this episode, Mark Osborne, Author of "Are your Leads Killing your Business?" and Founder of Modern Revenue Strategies, joins the show to discuss strategies for generating high-quality leads, understanding your customers, and maintaining a laser-focused approach to your offerings.