SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep 44 - Leveraging the buyer’s voice to increase SaaS sales engagement with Vinay Bhagat, Founder & CEO of TrustRadius
If you’ve found it harder to engage buyers today, our interview with Vinay Bhagat, Founder & CEO of TrustRadius is a must listen.
For the last five years, TrustRadius has published a report based on surveying 2000 technology buyers and hundreds of vendors to understand how buyer behavior is changing.
Today’s buyer has an overarching desire to control their journey and it isn’t linear. They want to find information online without barriers, transparent pricing, use case validation, independent validation, and the ability to touch and feel the product through a trial or demo of some kind.
While some vendors are waking up to the fact that old sales and marketing playbooks are falling apart, they’re not sure what needs to change.
In this episode, Bhagat details what’s working, including:
- Developing content that’s educational and informs the buyer while aligning with the company’s narrative
- Changing the sales and marketing mindset to help the buyer along their journey of discovery
- The role that analysts should play as independent, third-party devices
- How to imbed customer listening functions into marketing strategy
- The different levels of buyer intent data and what it means for engagement
And much more…
Get the report here: 2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer
---
Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
---
Is your messaging a sales ally or sneaky saboteur? Let us help with our free messaging audit.
We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos.
And the best part? It’s absolutely free.
Get started today!