Here’s what we found
So how do Saas Providers Break Out from the Crowd?
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Reaching buyers is more complex
44% say their buying group has grown
63% say choosing a solution takes longer
47% of buyers had chosen a provider before evaluation
Buyers want thought leadership and expertise
45% engage with providers who show technical specialism
78% say content that covers innovative technologies influences perception of a provider
48% want to hear from senior execs, and 46% from subject matter experts
SaaS providers must know their buyers
82% value personalized content
40% want demonstrated knowledge of their company
36% look for understanding of their risks
Buyers want proof of AI capabilities
49% will be convinced by an endorsement from an IT company
49% want testimonials from customers who’ve used AI functionality
47% will be convinced if they already trust the SaaS provider
Target buyers before they are in market, thinking beyond lead generation to influencing them
early in the awareness stage.
Leverage your experts to provide original, actionable insights on technology innovation.
Move beyond generic content to targeted campaigns that demonstrate understanding of buyers’ goals and challenges.
Showcase your AI capabilities but anchor them in evidence to persuade skeptical buyers.
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