Over the last 15+ years, I've worked for 4 VC backed SaaS companies, consulted with more than 100+, helped one get acquired, one reach unicorn status, and many more generate millions in net new revenue. I've also seen a handful of those startups go out of business...including my own SaaS business, so I know many of the mistakes. Over that time, I've noticed that the buyer's journey has evolved. Today, buyers have the power. Yet, many SaaS businesses still continue to run the same programs that worked a decade ago. They continue to over-rely on lead gen and create friction in the buying process. This pushes customer acquisition costs sky-high and causes many to miss their targets. The way forward is to take a buyer-centric approach to creating and capturing demand. Buyer-centric demand gen is when your funnel aligns with how the buyer wants to learn about your company. It means you write in the language your buyer understands, you consider how they consume information, and when and how they want to buy. When you take a buyer-centric approach, you generate more pipeline and revenue and create an enduring brand. This is why we started Omni Lab.
