Guest: Steve Brothers, CEO of Splashmetrics

With 77% of millennial buyers avoiding sales interactions until they’ve already made a purchase decision, buyers are consistently clear about what they need: fast, personalized, and self-directed answers.

Yet vendors stubbornly stick to outdated practices, forcing buyers into their processes rather than meeting them where they are.

In this episode of SaaS Backwards, Steve Brothers, CEO of Splashmetrics, explores how modern B2B buyers are reshaping the sales process—and how many vendors are failing to adapt.

He discusses how Splashmetrics bridges this gap by enabling companies to deliver tailored, interactive content journeys that put buyers in control while providing sales with critical insights to close deals more effectively.

Key Takeaways:

• The buyer is in control: Buyers prefer to self-educate, completing 80% of their research before engaging with sales. Vendors must adapt or risk irrelevance.
• Outdated models kill opportunities: Relying on traditional MQL-driven processes results in 95% of SDR outreach being ignored.
• TheSplashmetrics solution: The platform allows buyers to “choose their own adventure,” and bridges the sales-marketing divide to create a truly buyer-centric experience.

This episode is a wake-up call for companies still stuck in yesterday’s playbook.

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.

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