It's getting harder for enterprise software companies to justify the need for a complex buying process in a world where frictionless customer experiences are on the rise.
As we experience brands and buy and consume great products and services in our personal lives, we question why enterprise software products and services do not match our expectations. If you can purchase a consumer product or service without interacting with a representative, then why must you go through a complicated purchase process?
Why should you need to submit a lead form to try a software product? You shouldn't need to.
And the most forward-thinking SaaS companies are capitalizing on that fact. The Traditional Customer Acquisition Process Misses the Mark To understand why so many SaaS companies are embracing a new approach to customer acquisition, you need to understand why the traditional approach falls short.
In the traditional process, prospects are forced to fill out lead forms in exchange for content or must submit a request for a demo and talk to a sales rep before accessing a free trial. In the consumer industry, the buying process rarely involves interaction with a company representative and often just includes a self-service option.
Enterprise buyers want the same frictionless experience in their professional lives.