SaaS Backwards - Reverse Engineering SaaS Success
Ep. 152 - The Critical Shift: Adapting Your Marketing to Align with Modern Buyer Behavior
Jan 31, 2025
Kerry Cunningham, Head of Research at 6Sense, shares insights from the Buyer Experience Report 2024. He uncovers the new B2B buyer behavior where 85% of buyers lead conversations on their own terms. His key points emphasize the importance of demand generation over traditional lead capture strategies. With buyers already knowing their options, companies must position themselves effectively to make the shortlist. Additionally, he highlights the crucial role analysts play in the decision-making process, urging marketers to adapt their tactics accordingly.
38:20
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Quick takeaways
- Modern buyers initiate the sales conversation, necessitating a shift from traditional outbound tactics to demand creation strategies.
- Industry analysts significantly influence B2B purchasing decisions, highlighting the need for marketers to engage with them for strategic insights.
Deep dives
The Shift in Buyer Engagement
Buyers are increasingly taking the initiative in their purchasing journeys, often engaging with sellers when they are already 70% into their decision-making process. Research shows that 85% of buyers initiate their first conversation with sellers rather than the other way around, suggesting traditional outbound sales tactics are losing effectiveness. Many buyers receive calls and emails from sales teams weeks or months prior but choose to ignore them until they are ready to purchase. This indicates that marketing strategies must pivot to meet prospective buyers where they are in their journey, emphasizing the importance of timing and relevance in outreach.
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