The Official SaaStr Podcast: SaaS | Founders | Investors SaaStr 613: How Top CMOs Drive Growth in the Age of the Self-Serve Buyer with Klaviyo SVP of Marketing Kady Srinivasan, Talkdesk CMO Kathie Johnson, SmartBear CMO Cynthia Gumbert and TrustRadius Founder and CEO Vinay Bhagat
Dec 4, 2022
Kady Srinivasan, SVP of Marketing at Klaviyo; Kathie Johnson, CMO at Talkdesk; Cynthia Gumbert, CMO at SmartBear; and Vinay Bhagat, Founder and CEO of TrustRadius, discuss how CMOs are navigating the shift to a self-serve buyer landscape. They highlight that modern buyers are well-informed and favor self-service, which demands fresh strategies from marketers. They also delve into community engagement, the value of customer reviews, and the importance of adapting to evolving B2B buying behaviors to drive growth.
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Modern Buyer Demographics
- Today's B2B buyers are primarily millennials and Gen Z.
- Most prefer self-service and avoid sales interactions.
The Self-Serve Buyer Journey
- Modern buyers conduct extensive research before engaging with sales.
- They leverage various channels, including peer reviews and online content.
Marketing to Developers
- When selling to developers, focus on providing high-value educational content.
- Respect their desire for self-sufficiency and community engagement.