SaaS Backwards - Reverse Engineering SaaS Success Ep. 167 - How AI Is Changing the B2B SaaS Search and Buyer Journey
May 23, 2025
In this conversation, Ayse Guvencer, a Fractional CMO and GTM advisor with a rich background in SaaS marketing, shares her insights on the profound impact of AI on B2B buying behaviors. She explains how tools like ChatGPT are revolutionizing search processes and pricing models. Ayse discusses the emergence of Generative Engine Optimization and its implications for brand visibility. Moreover, she offers practical strategies for marketers to thrive in a rapidly evolving landscape dominated by AI and hidden decision-makers.
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AI Transforms B2B Buying Journey
- B2B software buyers now start their research journey with AI engines like ChatGPT, not Google search.
- Google acts more like a navigational tool after AI shortlist recommendations shape buyer decisions.
Free Structured Content for AI
- Produce free, structured content like decision frameworks and pricing comparisons for AI to discover.
- Avoid gating such content as AI tools use it to create trusted brand shortlists for buyers.
Outcome-Based Pricing Emerges
- AI-native startups use outcome- and task-based pricing, charging based on actual value delivered.
- This pricing model accelerates time to value and incentivizes higher usage if outcomes are positive.