Content, Briefly OGM: Nigel Stevens on what SaaS buyers really want
Nov 20, 2023
Join Nigel Stevens, CEO of OGM, a specialist in organic growth for SaaS companies. He sheds light on why B2B SaaS content struggles with trust and reveals that 80% of buyers still prefer Google for information. Nigel emphasizes the need for authentic content and discusses the balancing act between product-led growth and personal engagement with customers. He also explores the increasing importance of video content and how AI is reshaping marketing strategies, keeping pace with an impatient audience.
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Vocal Minority vs. Reality
- Vocal minorities can skew perceptions of reality.
- Content marketers often falsely extrapolate their own SEO experiences onto the general population.
Distrust of B2B Content
- Most SaaS buyers distrust B2B content, preferring diverse information sources.
- They leverage review sites, forums, and discussions alongside vendor content.
Banner Blindness
- Consumers exhibit "banner blindness," subconsciously filtering out promotional content.
- This pattern recognition helps them focus on informational content amidst advertising.