---
title: "SaaS Backwards Episode 50: What it means to be “buyer centric” for marketing and sales teams"
description: Welcome to episode fifty of the SaaS Backwards podcast with Tyler Lessard, VP of Marketing at Vidyard
---

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

# [SaaS Backwards Episode 50: What it means to be “buyer centric” for marketing and sales teams](https://podcast.austinlawrence.com/what-it-means-to-be-buyer-centric-for-marketing-and-sales-teams)

 Written by [Jason Myers](https://podcast.austinlawrence.com/author/jason-myers) | Jan 13, 2023 5:28:05 PM

*Welcome to episode fifty 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.*

 

 

Today’s B2B tech buyer has a much greater expectation and appreciation for self-service—they don’t want to have to jump through hoops or talk to a sales rep to find out what the business does. 

But what to do about it? 

It’s a difficult shift for traditional marketers and sellers—to be more buyer-centric--which is why we talked with Tyler Lessard, vice president of marketing at Vidyard, a video technology company that provides marketers and sales teams with custom video messaging and analytical tools. 

Lessard provides an action-packed 30 minutes of tangible advice…stuff you can do right now to have a greater impact such as creating a library of on-demand demo videos (and how to sell it to the hyper-competitive leadership crowd). 

And, rethinking the “Get a Demo” button that most of you have in the hero image. 

He challenges you to think about what customers want when they come to your website:

- They want to see what you do
- They want to see the products in action so they can really understand how it works. 
- They want to learn about your pricing. 
- They want to understand how you compare to others.

And then…they’ll want to talk to sales or do a live demo.

“It’s not about selling better, it’s about helping customers buy better,” he says.

Maximize those things, and you’ll be WAY ahead of the pack.

**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.](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/what-it-means-to-be-buyer-centric-for-marketing-and-sales-teams)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Jason Myers"
  },
  "dateModified" : "2023-11-17T00:22:32.018Z",
  "datePublished" : "2023-01-13T17:28:05Z",
  "headline" : "SaaS Backwards Episode 50: What it means to be “buyer centric” for marketing and sales teams",
  "image" : {
    "@type" : "ImageObject",
    "height" : 627,
    "url" : "https://237957.fs1.hubspotusercontent-na1.net/hubfs/237957/Tyler%20Lessard.png",
    "width" : 1200
  },
  "mainEntityOfPage" : "https://podcast.austinlawrence.com/what-it-means-to-be-buyer-centric-for-marketing-and-sales-teams",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "SaaS Backwards Podcast"
  }
}
```