Drive Growth in the Age of the Self-Serve Buyer

SaaStr Annual 2022

1. Cynthia Gumbert CMO SmartBear @ cyngumbert Kady Srinivasan Former CMO Klaviyo Vinay Bhagat Founder & CEO TrustRadius Drive Growth in the Age of the Self-Serve Buyer Kathie Johnson CMO TalkDesk @ johnsonkathiec 1

2. Today’s B2B Buyers are Millennials and Want to Self Serve In 2021, 87% of buyers wanted to self-serve part or all of the buying journey… today, it’s virtually 100% Boomers 5.6% Gen X 29.4% Millennial 59.7% Gen Z 5.4% Find pricing information View product specs Access free version / free trial Explore customer use cases Self-guided product demo Online product tour Schedule sales meeting or call Purchase product online Online on-demand messaging None of the above

3. Buyers Want Pricing, Product and Use Case Information 3 0% 25% 50% 75% % of respondents Find pricing information View product specs Access free version / free trial Explore customer use cases Self-guided product demo Online product tour Schedule sales meeting or call Purchase product online Online on-demand messaging None of the above

4. Sales Reps Less Becoming Less Influential Across Segments By Purchase Price: 0% 20% 40% $10k or less $11k-$50k $51k-$100k $101k+ 2021 2022 By Company Size: 2021 2022 0% 20% 40% 60% 1-50 employees 51-500 501-1,000 1,001-10,000 10,000+ By Generation: 0% 10% 30% 50% 20% 40% 2021 2022 Gen Z Millennial Gen X Baby Boomer

5. Rising Reliance on Third Party Sources Resources Consulted During the Evaluation Process 0% 20% 40% 60% 2021 Product Demos Free Trial/Account User Reviews Vendor/Product Website Communities / Forums Analyst Rankings And Reports Your Own Prior Experience Vendor Reps Referral From A Friend Consultant Recommendation Vendor-Produced Case Studies Third-Party Publications Vendor-Provided Customer References Vendor Blog Vendor Marketing Collateral Other (Please Specify) 2022 Showing Growth Decline

6. Talkdesk Averages 17 Touch Points in Customer Journey Multi-touch leveraging technology - Company A 25 50 75 100 125 150 May 1, 2021 Jun 1, 2021 Jul1, 2021 Aug 1, 2021 Sep 1, 2021 Oct 1, 2021 Nov 1, 2021 Dec 1, 2021 Jan 1, 2022 Feb 1, 2022 Mar 1, 2022 Apr 1, 2022 May 5 • Inbound Chat Key contact #1 May 17, 2021 Opp Created Jun 22 Industry Strategy Request Jun 10 • Annual Benchmark Report Key contact #3 May 25 Guardian & Identity PMM deal support May 18 PMM supported RFP responses May 18 RFP request May 19 • Workspace Demo Webinar Key contact #2 Aug 24 Reference request Dec 5 • Bombora surge signal ‘Enterprise Contact Center’ Dec 6 Visited Demo Center Dec 15 • Visited Forbes Cloud 100 page Mar 28 Download Security and Compliance Guide Key contact #4 Apr 7, 2022 Opp Won Number of Activities 6sense media campaigns Web visits 6

7. Multi-touch leveraging technology - Company B Web visits Feb 18 • Paid Search: Get Started Key contact #1 Feb 20 • Researched Contact Center on Trustradius Feb 10 • Paid Search: ‘hippa hitech compliance checklist’ Mar 7 • 13 pages on solutions viewed 3 Anonymous visitors Feb 23 Opp Created Apr 18 Opp Won Mar 23 Partner added to opportunity Mar 10 • Healthcare Experience Cloud Demo Key contact #1 Mar 24 • 7 pages on solutions viewed 1 Anonymous visitor

8. 8 ACQUISITION Alliances INFLUENCE Heart of Talkdesk Customer stories References EXPANSION Starter editions Product release webinars Talkdesk Community RETENTION Roadmap spotlight sessions Customer newsletter Seasonal releases Intent Opentalk SDR Outreach Search Events AE Prospecting Paid Media ChannelPartner Analyst Product Demos Web Chat talkdesk.com Webinars Email CX Strategy Tradeshows Product-led Growth PR Advocate Love Adopt Purchase Welcome Kit Community Newsletters Pendo Notifications ADVOCACY Software Review Sites SALES ACCELERATION Targeted digital ads Regional events Opentalk CX Summit PIPE GENERATION Talkdesk: Creating the flywheel Customer Journey Sales Methodology & Sales Process Community

9. 9 Smartbear: Educational Content and Community Building Create content for your ideal customer personas Tailor content based on sophistication or level Build your community where customers can share their experience Create and nurture customer-to-customer interactions

10. Smartbear: Social Strategy 10 Have a presence wherever your customers are Engage through conversation

11. Buyers Want Easy Access to Information … and No Cold Calls 11 What 3 things do software vendors do that make you less likely to buy from them? What 3 things do software vendors do that make you more likely to buy from them? 0% 20% 40% 60% Cold calls No software pricing available on website Unclear messaging about what they do Must contact sales for demo or free trial Sales emails No customer stories available on website Online advertising 80% 0% 20% 40% 60% 80% Software pricing available on website Options for accessing demo or free trial available Show customer reviews on website Share customer stories Thought leadership blogs/webinars/podcasts Comment on reviews Online advertising Outreach from salespeople Provide copy of analyst reports Share reviews on social media

12. Smartbear: Selling Through Marketplaces 12 Make pricing visible Highlight key capabilities and features Offer demos, free trials

13. Talkdesk: Harnessing Customer Voice to Build Trust Use quality reviews in your own marketing and sales channels to boost traffic and conversions Add customer proof points to your content to increase conversions and win rates

14. Use Customer Data Intelligently to Engage Buyers 14 Firmographic data Technographic data Customer Profile 1st, 2nd, 3rd party intent data Demographic data PII

15. 6 Strategies to Succeed in the Age of the Self-Serve Buyer 15 Buyers use a variety of sources, and rely more on third-party ones … s o manage your presence across ALL key buyer research venues Optimize for discoverability/ organic search Make product information easy to find (pricing, features, demos, free trials, use cases, customer stories, etc) Activate customer voice across channels to increase traffic, conversion, and close rates Use generic cold calls or emails sparingly. Instead, use customer data including intent data to identify where they are in their journey and personalize outreach Sales has to be more consultative and align their solution with strategic business problems

16. THANK YOU Get in touch [email protected]