Sharing experience, insights and best practices for building SaaS businesses. Clients rely on us to realize the future visions of their organizations. Posts here are based on real-world outcomes and lessons learned from putting marketing to work – marketing that grows software companies like yours.  Let’s build something bigger, together.

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SaaS Backwards Episode 50: What it means to be “buyer centric” for marketing and sales teams

Welcome to episode fifty of the SaaS Backwards podcast, where 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. 

You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.



Today’s B2B tech buyer has a much greater expectation and appreciation for self-service—they don’t want to have to jump through hoops or talk to a sales rep to find out what the business does. 

But what to do about it? 

It’s a difficult shift for traditional marketers and sellers—to be more buyer-centric--which is why we talked with Tyler Lessard, vice president of marketing at Vidyard, a video technology company that provides marketers and sales teams with custom video messaging and analytical tools. 

Lessard provides an action-packed 30 minutes of tangible advice…stuff you can do right now to have a greater impact such as creating a library of on-demand demo videos (and how to sell it to the hyper-competitive leadership crowd). 

And, rethinking the “Get a Demo” button that most of you have in the hero image. 

He challenges you to think about what customers want when they come to your website:

  • They want to see what you do
  • They want to see the products in action so they can really understand how it works. 
  • They want to learn about your pricing. 
  • They want to understand how you compare to others.

And then…they’ll want to talk to sales or do a live demo.

“It’s not about selling better, it’s about helping customers buy better,” he says.

Maximize those things, and you’ll be WAY ahead of the pack.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.  

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