Market, as if you are the Buyer.

There is a stark difference in how people buy and sell B2B products, and that has been my biggest quibble with a lot of founders and CMOs.

And I thought why not pen it down in detail this time round.

So here we go -

How people buy B2B products:

• Reach out to colleagues and ask for recommendations
• Visit the website, check it out and then forget about it for months
• When there is fire again and the need arises - visit the website another time, check feature comparisons, read some case studies, watch product videos and then raise a hand
• Avoid getting on a call. Use chatbots to be able to ask burning questions upfront
• Churn out if they face bad client experience and go to one of the competitors they had already evaluated earlier

How people sell software:

• Ignore communities - because Word of Mouth (W0M) can’t be attributed. Duh!
• Confidently expect prospects to buy, right after the first touch. What is marketing doing, after all?
• Gate everything. EVERY-THING!
• Don't care about them are visiting your website, over and over. No one is filling the form!
• Become tech experts by using chatbots for capturing emails and then respond after 18 hours. Duh, again!
• Go after cold prospects (we hired a sales enablement team!) and ghost high-intent accounts that got in touch proactively, because no process!
• Forget about the client once first payment is done!

You know the most fascinating part?

Those are the same people.

If you’re in B2B or SaaS, Take a pause, and stop being too obsessed over interviewing customers. They're NOT your only source of truth.

Instead, think of reverse engineering your own buying experience. You'll find enough areas to improve.

I have done it enough times and gotten results. Take my word! :)

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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)