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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 though

Ep. 86 – What’s wrong with SaaS marketing and how to fix it – with ALG’s Ken Lempit

SaaS Backwards - Reverse Engineering SaaS Success