Ep. 135 - Why B2B SaaS Companies Should Spend More on Brand - with Vinay Bhagat, Founder & CEO of TrustRadius

SaaS Backwards - Reverse Engineering SaaS Success

According to this year’s B2B TrustRadius Buying Disconnect Report, where they surveyed 200 B2B brands and over 2000 tech buyers, 2024 is the “year of the brand crisis.”

Across the board, brands are spending 38% on brand marketing and 53% on demand, which is understandable given the shorter time frame to justify ROI.

The problem is that buyers make decisions based largely on who they’re familiar with, so those who have established recognition and trust over time will be the winners.

In this episode, we brought back TrustRadius CEO Vinay Bhagat, who discusses how to better integrate brand marketing with demand generation to develop that trust.

Vinay also stressed the significance of the voice of the customer and the need to activate it across digital channels.

Overall, Vinay shared valuable insights into B2B marketing, the critical role of brand and demand generation, and the strategic use of customer voice and intent data.

Key takeaways from this episode:

• The significance of brand recognition in making the shortlist for buyers
• Insights on generating organic traffic by leveraging high-quality user-generated content
• The varying importance of product demos in the sales process

Other resources to check out:

Our Previous Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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