Ep. 78 - Today’s SaaS must “prove it or lose it” – with TrustRadius’ VP of Marketing Allyson Havener

In this episode, Allyson Havener, VP of Marketing from TrustRadius is back to talk about their yearly report on the B2B buyer-seller disconnect with some serious updates.
Last year, the report focused on the self-serve economy—they want product information readily available without talking to sales and then they would validate customer proof points.
All of that still holds, and the good news for vendors is that companies are still spending on technology.
The bad news is that with the changes in the economic climate, it’s all about consolidation, time and cost savings, third-party validations, and in many cases, adding the CFO to the buying committee...
Yuck.
That all translates to some significant changes for most B2B vendors’ go-to-market strategies if they want to align with today’s buyer.
For example:

1. Because the content noise volume confuses buyers, they’re relying more on their own past experiences and ability to research proof. That goes way beyond what vendors are used to providing in their content.
2. If you’re not transparent in your pricing, buyers will find it, potentially from your competitor.
3. More than ever, buyers are resistant to talking to sales until they’re way down the funnel. And if they easily can’t get the information they’re looking for...

This is a must-listen episode for all B2B marketers that want to stay ahead of the competition.

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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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.
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