How Buyers Buy B2B SaaS is changing.
Is your go-to-market strategy evolving?
Everyone Wants to Be Buyer-Centric…
…But very few are doing it well. I’m here to turn that around.
I’m Sarah MacKinnon and I help growing B2B SaaS companies sell more and sell faster by getting to know their buyers better than they know themselves.
Over the last 10 years conducting hundreds of interviews with B2B buyers on behalf of my clients, I’ve observed a huge disconnect between the hard reality of making a B2B purchase decision and the support that vendors offer.
Nearly every B2B buyer I have ever interviewed (hundreds) has struggled:
To build a business case for a $$ SaaS purchase
To build consensus with internal terms around the decision
To build enough confidence in their approach and recommendation to pull the trigger
…And rarely get the support they need from their B2B vendors.
On the other side of the coin, B2B vendors struggle to get ROI from their marketing and sales budget. Why? Because they are spending money and time on strategies that may or may not be contributing to ARR growth. Many are operating on a set of outdated assumptions about their market, buyer needs and priorities, and for whom they are creating the most value.
My mission is to extract the qualitative buyer data you need to stop guessing and start closing more deals, faster.
Because I believe that buyers:
Need vendors who understand their struggle to buy and are willing to meet them there.
Love vendors who–rather than stuffing useful pdfs down their throats and forcing them to come to boring demos–are brave enough to empower them with the tools and resources they need to build a business case.
Will partner with vendors who empower them to make the best buying decision.
And whether you call it doing “Revenue R&D” a la Chris Walker at Refine Labs or anticipating “buying detours” a la Hank Barnes at Gartner, there is no question that buying process research is at the core of elite B2B GTM strategies.
Watch: The 10 Commandments of Buyer Enablement Content Strategy
“Her ability to quickly understand our business and sift through gallons of information to find the most important nuggets is a true skill”
“Sarah expertly interviewed a number of our customers and was able to identify valuable insights that help us speak more directly to the challenges and issues our clients face. This helped us re-package our solutions and enable us to rethink other aspects of our sales and marketing strategy. Overall, this has led to better quality leads and shorter sales cycles.”
— Glain Roberts-McCabe, Founder & President, The Roundtable