What factors marketers should consider when accompanying sales through a sales process.

1. positivehuman.co
HOW BUSINESSES
BUY SAAS.
AND WHY THAT
MATTERS FOR
MARKETERS

2. Source: positivehuman.co/articles/buying-process-b2b-saas
MAIN
FACTORS
THAT IMPACT
THE BUYING
PROCESS
Size of
customer’s
business
Compliance
needs
Cost of buying
the product
Cost of
implementing
the product

3. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
SIZE OF CUSTOMER’S
BUSINESS
How big is the end
user’s business? How
well developed is its
process?
KEY POINTS:
Larger companies have
developed processes
SME/SMB decisions are made
more easily but can be
chaotic at times
Consider how your channel
mix is affected by the size
of target business

4. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
COMPLIANCE
NEEDS
Assure the customer
that you can be
trusted to handle
data
KEY POINTS:
Compliance can actually be
a value proposition
Trust is about your
customers data but also
about their customers’ data
Definitely consult a lawyer
about how you can become
compliant

5. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
COST OF BUYING
THE PRODUCT
Price matters in B2B
but not always in the
way you expect
KEY POINTS:
Rule of thumb: cheaper
products bought faster
Higher prices don’t
necessarily mean longer
cycles
Communicate prices clearly
anchored to your
competitors pricing model

6. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
COST OF IMPLEMENTING
THE PRODUCT
There are many non-
financial costs to
implementing a SaaS
product in a business
KEY POINTS:
Be aware of your customers’
ego during buying process
Look for ways to give
customers a way to reduce
reputational risk
Create content that cuts
mental load around these
costs for your customers

7. positivehuman.co
EXPLAINED
KEY PERSONAS IN
BUYING PROCESS

8. BUYER PERSONAS IN
B2B SAAS
END USER The end user is the
person who ultimately
uses your product.
They’re usually your
internal champions
during the buying
process.
Source:
positivehuman.co/articles/buying-process-b2b-saas

9. BUYER PERSONAS IN
B2B SAAS
ECONOMIC
BUYER
The economic buyer will
pay for your product.
They’re commonly not a
single person but a
group of buyers within
an organisation.
Source:
positivehuman.co/articles/buying-process-b2b-saas

10. BUYER PERSONAS IN
B2B SAAS
MANAGEMENT Management can make or
break a deal.
Management itself is
usually broken down into
multiple tiers who have
vastly different needs,
desires, fears and
objectives.
Source:
positivehuman.co/articles/buying-process-b2b-saas

11. BUYER PERSONAS IN
B2B SAAS
BOARD In enterprise, board will
sign off on larger deals
from time to time.
Normally accepts CEO
recommendation. Win
the CEO, you’ll win the
board.
Source:
positivehuman.co/articles/buying-process-b2b-saas

12. positivehuman.co
BEST PRACTICES
FOR SAAS MARKETERS
AND THE
BUYING PROCESS

13. positivehuman.co
MAP OUT YOUR
BUYING PROCESS
DON’T LEAVE GAPS TO FALL INTO LATER

14. positivehuman.co
UNDERSTAND YOUR
CUSTOMERS DEEPLY
USE THEIR LANGUAGE
ADDRESS THEIR CONCERNS
SOLVE THEIR PROBLEMS.

15. positivehuman.co
ENABLE SALES WITH
RELEVANT RESOURCES
SALES AND MARKETING CAN WORK TOGETHER
BEAUTIFULLY.
HELP THEM AND YOU’LL SUCCEED TOGETHER.

16. positivehuman.co
LEARN MORE ABOUT
B2B SAAS
GROWTH MARKETING
AT POSITIVEHUMAN.CO