The future of software buying — Sam Senior // TestBox

The future of software buying is where a buyer can access test environments of multiple software products to assess the best fit before buying. Imagine doing all of that from one platform without having to fill numerous demo forms and take several meetings. TestBox is making that possible, but there’s still a lot of ground to cover. What does the journey like so far? Listen to Sam Senior, TestBox CEO, as he discusses the future of software buying.
About the speaker

Sam Senior

TestBox

 is a little camera shy

Sam Senior is Co-Founder & CEO at TestBox

Show Notes

  • 02:35
    How are buyers negotiating B2B software purchases?
    They are using services like vendor, Tropic, Sastrify, and new entrants Mainstreet.
  • 03:49
    The software buyers' journey evaluation phase is still an open market. Who are the key players?
    Besides TestBox, which covers the buyers' journey, other services are tackling the sales journey, which is how to enable the sales rep to be more successful. Examples are Demo Stack, Walnut, Reprise, and Nevada.
  • 05:58
    There's a lack of visibility of the buyers' experience from the sellers' side. How does TestBox help balance the dynamic?
    TestBox gives the buyer access to take their shortlist of software services on a spin without having to fill out multiple demo forms and wait.
  • 08:25
    The software categories TestBox currently supports
    Currently, they are in two major software categories: customer support and marketing automation, and they are about to launch CRM.
  • 10:19
    What does the seller experience on TestBox look like?
    It gives access to so much rich data sellers don't have, such as which products buyers compare your products to, how they've been comparing you against someone else, and more.
  • 13:38
    The challenging task of selling the TestBox value proposition
    The difficulty on the seller side is when they don't have any form of PLG-type motion. But the biggest challenge is the demand gen side, where TestBox is battling 30 years of software buying behavior.

Quotes

  • "The buyer's journey is what TestBox is trying to cover. And then there's the sales journey, which is how to enable the sales rep to be more successful. There are platforms like Demo Stack, Walnut, Reprise, and Nevada." - Sam Senior

  • "TestBox can give you immediate access to the environments of the SaaS products you have on your shortlist. No signing up to lots of different websites, no signing up for a demo form, then not getting a call back from the rep. Instead, within 10 seconds, you can access those platforms side by side." - Sam Senior

  • "Currently, we're in two major software categories: customer support and marketing automation. We're about to launch CRM next month. Our goal is to be able to launch at least one new category every two months over the next 12 months. And we are very much focused on the rev op stack." - Sam Senior

  • "For the first time, we can tell you which products buyers compare your products to. You don't know that usually. We can tell you how long your prospect has been comparing you against someone else. How long have they used your app, and which use cases are the most important to them. We can give you so much rich data that you don't have insights into now." - Sam Senior

  • "On the vendor side, it is a relatively easy conversation. When you talk about, hey, we just onboarded new companies in the last two weeks, evaluating your competitors, and we provide you information. We're going to provide you with leads. There is a typical price here where the standard market rate is 20% commission. Great. None of that sounds particularly scary, and there's a lot of potential upsides here." - Sam Senior

  • "The difficulty on the seller side is when they don't have any form of PLG-type motion. That's challenging for us as to how we think through building relationships with them and enabling them to open up their software a little bit more to us." - Sam Senior

  • "The biggest challenge is the demand gen side. We are trying to battle 30 years of software buying behavior, and there's a lot of psychology behind that. And most people don't think there is an option other than going through the unpleasant buying process. And we have a lot of education to do. There's a lot of sharing to the market and ensuring that people know a viable option exists that's different from the typical process." - 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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