Ep. 152 - The Critical Shift: Adapting Your Marketing to Align with Modern Buyer Behavior - Account-based marketing - SaaS Backwards

Topics in this episode

Account-based marketing AI in sales SaaS marketing B2B demand generation sales pipeline growth

Episode notes

Send us Fan Mail Guest: Kerry Cunningham, Research & Thought Leadership at 6sense - 85% of buyers initiate the first conversation with vendors - on their terms. If your marketing still revolves around capturing leads and pushing outbound sales, you're already behind. Kerry Cunningham, Head of Research at 6Sense, shares insights from their Buyer Experience Report 2024 , revealing how today’s B2B buyers operate - and why most SaaS companies are out of sync. Buyers come into the process knowing who they’ll evaluate, and 90% of the time, they buy from their initial shortlist. If you’re not on it, no amount of sales effort will save you. So, what’s the playbook for modern marketing? Kerry explains why demand creation - not just demand capture - is the key to winning future deals. Marketers must move beyond gated content, outbound cadences, and “hunting” leads. Instead, they need to build brand presence early, engage in buyer communities, and ensure their company is top-of-mind long before a purchase is in motion. Key Takeaways: Only 1-3% of your ICP is in-market at any given time. Most SaaS companies waste time on buyers who simply aren’t ready.

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