Buoyed by the COVID-induced shelter-in-place workforce, the software as a service (SaaS) market has enjoyed a surge in demand over the past two years. However, despite the fact that global enterprise spending on SaaS grew from $146 billion in 2021 to reach a projected $195 billion by 2023, there is no shortage of providers competing for a piece of that pie, according to marketing enthusiast -- and SaaS marketing guide -- Greg Latson.

79% of marketers believe the best way to engage B2B buyers is to deliver personally relevant communications. This level of personalization requires more from marketers - more customer insights, content, and resources. However, this is a luxury many B2B marketers can’t afford right now.

B2B CMOs are challenged by B2B buyers who are facing multiple layers of environmental uncertainty when they consider a major purchase, which is leading to delays or smaller deals, according to Gartner, Inc. In fact, a Gartner, Inc. survey revealed that 81% of B2B buyers already experienced moderate to high levels of environmental uncertainty, even before facing the coronavirus crisis and probable global recession.

Modern marketing has changed dramatically in the last few years as marketing technologies (martech) enable organizations to better know and understand their customers' journey by utilizing advanced analytics.