Why the buyer’s research starts on social
Irina discusses the shift toward social discovery and why companies need to understand the research buyers do before contacting sales.
Summary ·Watch at 06:46
Founder conversationUnicorn $50m+
B2Z: A New Generation of Customers Are In Control
Irina Novoselsky · Hootsuite
Published September 6, 2024About this resource
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Irina discusses the shift toward social discovery and why companies need to understand the research buyers do before contacting sales. Irina explains how buyers consume multiple pieces of content and expect to research products at their own pace.
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Creating content for self-directed buyers
Irina explains how buyers consume multiple pieces of content and expect to research products at their own pace.
Summary ·Watch at 07:44
Replacing the demo request with self-service
Irina describes Hootsuite’s work to change its demo journey and points to Monday.com as an example of an experience buyers can explore themselves.
Summary ·Watch at 12:34
Turning employees into brand ambassadors
Irina discusses employee advocacy, peer recommendations, and making the buying journey accessible without requiring a sales conversation.
Summary ·Watch at 17:21
Customers in control
“SaaSOpen, September 2024 A New Generation of Customers In Control Irina Novoselsky CEO of Hootsuite”
Buying-cycle pressure
“↑ buying cycle ↓ sales productivity ↑ CAC ↑ acq. budgets ↑ sales hires ↑ cold outreach 🧐”
Demand authentic intelligence
“Use artificial intelligence but demand it be authentic intelligence.”
Getting to know buyers
“= Getting the tea on you Longer sales cycles”
Sales-productivity pressure
“= I smell 🐂💩 Low sales productivity”
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B2Z: A New Generation of Customers Are In Control - Slide Deck
CEO of Hootsuite, a social media management platform that helps businesses schedule and manage their social content.
- Company revenue
- $400M
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Customers in control
SaaSOpen, September 2024 A New Generation of Customers In Control Irina Novoselsky CEO of Hootsuite
*For a core business segment
🕶️
Pressure on the buying and sales cycle
↑ buying cycle ↓ sales productivity ↑ CAC ↑ acq. budgets ↑ sales hires ↑ cold outreach 🧐
Authentic intelligence
Use artificial intelligence but demand it be authentic intelligence.
Understanding buyers
= Getting the tea on you Longer sales cycles
= I smell 🐂💩 Low sales productivity
🤨