Introduction

Most SaaS companies still make it hard for people to try, buy, or book demos. This report shows how the top 100 companies can fix it.

What's the Problem It Solves?

Many websites in B2B software focus on what helps the company, not the buyer. This report helps teams fix that by making it easier for people to explore products, get pricing info, and talk to sales without delays.

Quick Summary

The 2025 B2B Buyer First Report looked at 100 big SaaS company websites to see how easy they make it for people to try their products, book a demo, or find pricing. Sadly, not much has changed from last year. Only a few companies let buyers explore freely or book meetings fast. Most still hide product info, use long forms, or don’t show prices.

Buyers want things to be simple and fast. They want to click through the product on their own, book a demo without waiting, and see pricing upfront so they can decide if it fits their budget. If they can’t do that, they often leave. Companies like Clay, PostHog, and Riverside are doing a great job by giving buyers control and showing value right away. The report also gives numbers and real quotes from buyers to help marketers convince their teams to make changes.

The report shows three main parts where companies lose buyers: when people land on the website, when they try to book a call, and when they finally hear the price. If teams fix these steps, they can win more trust and make the buying process better.

Key Takeaways from the Article

• Very few companies improved their websites for buyers this year
• Only 33 percent had product demos you could try
• Only 9 percent used a calendar to book meetings instantly
• Buyers like seeing the product right away without forms or calls
• People get annoyed when they wait days to hear back after booking
• Buyers want to meet someone fast, not go through back-and-forth emails
• Most people want to see pricing early, even just a range
• PostHog and Clay win by being open and making the process easy
• Marketers can use demo rates, form responses, and drop-off data to show where buyers get stuck
• Teams should use real numbers and buyer quotes to push for change

‍