Ungated content now becoming ungated products — Sam Senior // TestBox

Think of the B2B software buying journey as a four-step process: discovery, evaluation, negotiation, and implementation. There are tools and services helping buyers with discovery and negotiation, but there's not much on the evaluation side. And that's where buyers experience a lot of frustration. How can you change this situation, create a better buying experience and gain access to qualified you previously didn't? Listen to Sam Senior, TestBox CEO, as he discusses why the buyer's journey is broken and how gated and ungated content are not the only options anymore.
About the speaker

Sam Senior

TestBox

 is a little camera shy

Sam Senior is Co-Founder & CEO at TestBox

Show Notes

  • 02:33
    What is wrong with the B2B software buyers' journey?
    There are some fundamental problems in the buyer's journey, and those real problems drive a change in how buyers approach the selling cycle. New ISVs like TestBox are coming up and trying to solve those problems. One of the problems is the assumption that the software buyer does not know what they want.
  • 04:29
    Today's buyers want to be more informed before buying a product
    But the lack of unbiased product review information on B2B software is a kink in the buyer's journey.
  • 05:40
    The most challenging part of the B2B buyers' journey: evaluation
    The B2B software buyers' journey involves discovery, evaluation, negotiation, and implementation. While there are tools and services for discovery and negotiation, the buyer has minimal tools for evaluation, which is the problem TestBox is solving.
  • 09:38
    PLG is hard. Sellers can put their software in an advantageous position with tools like TestBox
    TestBox is helping legacy companies to provide customers with a PLG buying type experience.
  • 10:59
    Anxious over giving up your buyer experience over to TestBox?
    No need to be. TestBox is generating new qualified leads for you that you may not have previously. It reduces the cost of your sales cycle massively and helps the seller to create a better test environment for their software.

Quotes

  • "In the last 10 to 20 years of software buying and selling, we trained ourselves that the software buyer isn't that knowledgeable about what they're buying, doesn't understand what they want, and needs to be guided through this entire experience. That is no longer true." - Sam Senior

  • "We have much younger software buyers who have used different software since they were born or 10 or 15 years old. And so, there is this increased knowledge around what people want, how things work." - Sam Senior

  • "You see people do unboxings on YouTube, and they walk you through all of the details of these products. And they're not necessarily being paid. They're doing it because they love it. But it enables you, as a potential consumer, to understand all the little bits and pieces behind something." - Sam Senior

  • "If you think about software buying, I think of it as discovery, evaluation, negotiation, and implementation. There are those four phases. You have G2 Crowd and Trust Radius, etc., and they're doing a fantastic job on the discovery side. On the negotiation side, you have either people doing it for themselves or companies like Sastrify and Tropic doing it. But right now, all the evaluation is very much in the hands of that sales rep and that vendor." - Sam Senior

  • "I spoke to 75 buyers of B2B software in the space of a month. Everyone consistently told me that they felt the evaluation experience was very opaque. It felt like it was about the sales rep and their experience rather than the customer's and what they wanted to do." - Sam Senior

  • "There is a lack of information, even though you have a lot on G2. There's still a lack of information around pricing. People find it very hard to compare features. And then they never get to kick the tires themselves." - Sam Senior

  • "The interesting thing, if you look at trials in the world of enterprise software that is non-PLG, a lot of them are designed to get you to talk to a sales rep. Even for those legacy companies trying to make a PLG motion, they're still pushing everyone into their typical sales motion." - Sam Senior

  • "A lot of what we're doing is finding ways to generate new qualified leads for you that you may not have previously. I spoke to one of Intercom's founders, who is a partner on TestBox. He said you're increasing the pie for me." - Sam Senior

  • "The promise of TestBox to these Vendors is we will do everything all the way through to them making a purchase decision. And you, as a vendor, wouldn't need to be involved. We can massively reduce the cost of your sales cycle and make it faster for you." - Sam Senior

  • "Are we selling the idea of ensuring you get a promotion, or you don't get fired? We want to remove that idea entirely and make it that the rev op team or whoever is consistently choosing a fantastic piece of software that adds value to the organization and is easy to implement." - Sam Senior

About the speaker

Sam Senior

TestBox

 is a little camera shy

Sam Senior is Co-Founder & CEO at TestBox

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