Buyer Centric Go to Market for B2B Software - Liz Christo and Richard Sgro | Inbound 23

Key Takeaways


  • The discussion features Liz from Stage 2 Capital and Richard from Insight Partners focusing on Revenue Acceleration and current market trends.


  • Liz: Started in startups, transitioned to a public company (Netsuite), then moved into venture capital at OpenView Venture Partners, and is now a partner at Stage 2 Capital.
  • Richard: Began his career at Microsoft, moved to startups, and now works at Insight Partners, supporting companies from early-stage to publicly traded.

Main Discussion Points

Consumerization of B2B Buying

  • Product-Led Growth: Initiating value before the paywall, showing what customers can achieve with the product is now standard.
  • Changing Buyer Dynamics: Two-thirds of B2B software buyers are now Millennials or Gen Z, accustomed to an app-centric and peer-validation approach.
  • Proliferation of SaaS: The number of SaaS solutions has escalated dramatically, with 30,000 new tools annually predicted to increase to 70,000 by 2025.

Impact on Go-to-Market Strategies

  • Time to Value: Demonstrating value quickly is essential due to increased alternatives and shifting away from annual contracts.
  • Customer-Centric Approach: Focusing on customer needs at every stage, providing quick, self-service solutions while maintaining traditional support options.

Role of Generative AI

  • Content Creation: AI can create and personalize content efficiently, helping marketing and sales teams present tailored materials to prospects.
  • Data Utilization: AI helps in mining vast amounts of CRM data to uncover trends and improve go-to-market strategies.
  • Intern Test: AI should be treated as an intern – helpful but needing supervision to ensure output quality.

Future Trends

  • Team Composition: Smaller, more efficient teams with top talent will outperform larger teams. Emphasis on training, empathy, and enabling customer success.
  • Elevating Role of Human Stories: Personal anecdotes and customer success stories will stand out amidst AI-generated content.
  • Shifts in Marketing Techniques: Expected changes in website design to align with how AI reads information, reducing marketing jargon, and providing clear communication for AI and human readers alike.


The conversation encapsulates how both consumerization and technological advances like AI are reshaping the approach to selling and supporting B2B software, emphasizing speed, efficiency, and a deep understanding of the customer journey.

Q&A Highlight

  • A question addressed the concern of AI generating too much content, diluting human interactions in marketing. Insights included focusing on personal stories to cut through, changes in websites to align with AI interpretation, and the potential for more technical language in marketing.

Final Comments

  • An emphasis on the future workforce, calling the next generation "Generation AI", and considering the continuous evolution of roles and expectations in sales and marketing professions.

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