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Home > SaaS Backwards - Reverse Engineering SaaS Success > Ep. 152 - The Critical Shift: Adapting Your Marketing to Align with Modern Buyer Behavior
Podcast: SaaS Backwards - Reverse Engineering SaaS Success
Episode:

Ep. 152 - The Critical Shift: Adapting Your Marketing to Align with Modern Buyer Behavior
Category: Business
Duration: 00:38:20
Publish Date: 2025-01-31 15:00:00
Description:

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.
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