Welcome to episode eighty-six 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.

There’s nothing like an economic slow-down to thin the herd. Companies take longer to buy, consolidate resources, and rethink their go-to-market strategy.

So why are companies doubling down on yesterday’s strategies?

Normally the host of SaaS Backwards, Ken Lempit, President of Austin Lawrence, sits in the guest seat this week to answer questions about how SaaS leaders need to approach marketing to engage today’s buyer.

Key takeaways from this episode:

• Demand generation involves both demand capture (or lead generation), which is a short-term focus, and demand creation, where you’re creating relationships over the long term with potential customers not yet in a buying motion.
• Creativity is back. With the proliferation of content and generative AI, it’s the creatives that are going to figure out how to stand out from the crowd.
• Why all B2B SaaS marketers should read "The Challenger Customer" if they’re using thought leadership content.

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