Software sales cycles can be long and complicated. The path to a sale can take months and include many stakeholders. In order to understand how to sell software better, we surveyed 200 software buyers from small to medium-sized companies.

Our questions covered the entire software buyers' journey, from top-of-funnel awareness through to the final sales conversion.

For SaaS vendors, this data will be helpful in creating a marketing strategy that mirrors the needs of SMB buyers at every stage of their decision-making process.

Below, you will find a downloadable report and a video series that summarizes a few of the key findings.

Software Buyer's Journey

Here’s how 200+ software decision-makers say you can win their business. This study explores how to attract and convert buyers from many different industries. It covers how to get their attention, how they select which software tools will get serious consideration and how the final decision is made.



Video 3: The product demo and final decision

The final video in this series dives deep into the product demo. In general, buyers tend to fall into two categories regarding what makes a good product demo. This video also explores all of the many stakeholders you are selling to and how they come to a final decision to buy your software.