Sharing experience, insights and best practices for building SaaS businesses. Clients rely on us to realize the future visions of their organizations. Posts here are based on real-world outcomes and lessons learned from putting marketing to work – marketing that grows software companies like yours.  Let’s build something bigger, together.

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SaaS Backwards Episode 61: Breaking through the buyer-seller trust gap with customer-led growth – with SlapFive Founder & CEO Jeff Ernst

Welcome to episode sixty-one of the SaaS Backwards podcast, where we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that's working, and lessons learned from things that didn't work as planned. 

You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.



For marketers, breaking through the trust gap is getting harder. Prospective buyers won’t believe it without some third-party validation.

So, how can you break through that trust gap in a new and innovative way?

That’s the problem Jeff Ernst set out to solve as the founder of SlapFive, a customer marketing solution that makes it simple to engage and mobilize customers to drive growth.

In over 2000 interviews with CMOs during his tenure at Forrester, Ernst notes that overwhelmingly, the number one thing that buyers trust and seek out is what their friends and colleagues think and what your other customers’ experiences are. 

“They want a crystal ball into the life of a customer. They know it’s not perfect and don’t expect it to be--and they can only get that from your current customers.”

In this episode, Ernst talks about his journey as an entrepreneur and shares his advice on:

  • How to leverage customers in ways beyond case studies, testimonials, and referrals.
  • How to find an unmet need in the marketplace and ensure product/market fit.
  • And most importantly, what marketers should be doing today to build trust with both current and prospective clients. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish 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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