---
title: SaaS Backwards Episode 177 - Why “Book a Demo” Is Killing SaaS Growth
description: Discover insights and best practices for building and growing SaaS businesses through real-world marketing outcomes. Learn how to accelerate growth and improve conversions.
---

[SaaS Backwards Podcast ](https://podcast.austinlawrence.com)

# [SaaS Backwards Episode 177 - Why “Book a Demo” Is Killing SaaS Growth](https://podcast.austinlawrence.com/saas-backwards-episode-177-why-book-a-demo-is-killing-saas-growth)

 Written by [Rachel Krate](https://podcast.austinlawrence.com/author/rachel-krate) | Sep 5, 2025 6:26:42 PM

Guest: Braydan Young, Co-Founder and CEO at SlashExperts

Buyers don’t want another “book a demo” button—they want proof from people like them.

In this episode, Braydan Young, Co-Founder and CEO of [SlashExperts](https://www.slashexperts.com/) (and previously co-founder of Sendoso), joins host Ken Lempit to share how buyer-led growth is reshaping SaaS sales and why the old way of running references at the end of the deal cycle is broken.

Key insights from this episode:

- Why moving customer references earlier can shorten sales cycles by 4–6 weeks
- How authentic peer conversations double conversion rates compared to demos
- What CROs can learn from Sendoso’s hypergrowth—and its “we grew too fast” moment
- Why handwritten notes and simple gifts outperform flashy, expensive ones
- How to turn the “dark funnel” into a competitive advantage

If you’re a B2B SaaS CMO or CRO looking to accelerate pipeline, increase deal size, and close faster with fewer wasted demos, this episode is a must-listen.

[Watch the video here.](https://youtu.be/Lqj5q4aPQro)

Other resources to check out:

[Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.](https://blog.austinlawrence.com/blog/leveraging-the-buyers-voice-to-increase-saas-sales-engagement)

[The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.](https://blog.austinlawrence.com/blog/the-lead-gen-mistake-i-guarantee-youre-making)

[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*](https://info.austinlawrence.com/free-content-audit)

[View full post](https://podcast.austinlawrence.com/saas-backwards-episode-177-why-book-a-demo-is-killing-saas-growth)

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