Buyers aren’t engaging with your content. But it’s not you, it’s the shift.
B2B engagement is down across the board. Fewer clicks. Slower conversions. Rising costs. Paid media isn’t hitting like it used to, and content downloads aren’t translating into pipeline the way we’ve all come to expect.
But this isn’t a failure in GTM, it’s a shift in buyer behavior.
Today’s prospects are defining their own path long before they ever reach out. They don’t want cold calls or nurture sequences. They want proof. They’re not ghosting us out of apathy, they’re opting out of friction.
Buyers don’t want to be sold. They want to try.
B2B sales processes haven’t evolved to meet this need. Instead prospects spend 6–10 days just waiting to see the product (2025 SE Comp & Workload Report). In that time, you’re losing momentum. Worse, you’re losing deals.
If your funnel creates friction (forms, follow-ups, and “speak to sales” dead-ends) you’re making it harder for both your buyer and your pipeline.
Leading with product works.
The most powerful website resource for SaaS buyers is the automated demo (Most Useful Resources on Websites, April 2025, Gartner). If you make it available, they will come. Prospects who engage with automated, digital demos qualify themselves.These are highly interested leads that convert 6x higher than the average MQL. That’s not a nice-to-have. That’s a competitive advantage and a valuable one in this macro-economic environment.
PQLs (product qualified leads) aren’t just more informed, they’re more confident, more engaged, and more ready to buy. They’ve seen the product. They’ve started to solve their problem. Now they’re raising their hand.
Marketing isn’t just about demand. It’s about removing doubt.
The future of B2B growth isn’t gated. It’s guided. Give your prospects what they need to explore, evaluate, and decide on their own time.
Buyers are moving faster. The real question is: are we keeping up?
1-Minute MasterClass
Give Buyers What They Want
From the News Room
Resources to Dig Deep
Stop Selling Like It’s 2014
Buyers today don’t want to sit through a traditional demo gauntlet. They don’t want to jump on five different calls just to get a feel for your product.
Transform Your Demos into Deal Closing Machines
Automated demos, when poorly executed, are not just ineffective; they’re a liability.
PQLs are the New MQLs
Revenue teams need to ditch the old approaches and recenter around product-led growth if they want to remain competitive.
Facts & Figures That Made Us Think Twice
We Did a Double Take on These 👀
THE Most Useful Website Resource for SaaS Buyers
We know buyers want to experience your products, and a survey by Gartner just confirmed it.
This Should be on Your Website →
What’s the Hardest Thing in Marketing?
Proving it’s actually working. We spend more time justifying decisions than making them. This is the formula to track impact.
Don’t Rest on Your Laurels
Enterprise buyers don’t care if you were first, or a category creator. They care if you’re BEST at solving their specific challenges right now.
