CONTENTS
Somewhere right now, a loyal customer is wondering whether it’s time to move on. Not out of dissatisfaction, but because the business case no longer feels clear and no one’s stepped in to reinforce it.
Your customers are being asked to justify every investment, simplify their operations, and prioritize tools that deliver clear, measurable value. According to Gartner, 95% of CIOs are actively consolidating software vendors this year. G2 data echoes this: over 60% of B2B buyers are reducing their tech stacks, not just to cut costs, but to reduce complexity.
The questions customers ask today aren’t “Does this work?”
They’re asking:
Is this essential?
Does this align with where we’re going?
Can I prove this is still worth it?
Does this make me more successful?
It’s not all contraction. There’s still momentum, and even excitement! Peer review platforms are seeing heavy engagement. In 2024 alone, nearly 500,000 vetted B2B software reviews were published on G2. Even better: 32% came from enterprise users. Advocacy isn’t just alive, it’s thriving.
As I shared in my eBook, Unlock Growth with Account-Based Customer Marketing, personalization is no longer a differentiator. It’s the baseline. People experience it constantly in B2C, and now expect the same level of relevance in B2B.
In 2025, customers want strategic value, seamless integration, faster time-to-value, and personalized engagement. And yes, if you’re not talking about your AI capabilities yet, what are you even doing?
As customer marketers, we sit at the intersection of product, brand, and customer experience. Our role is to keep the company aligned with the customer. That starts by tuning in to what they’re thinking right now.
Here are seven mindsets shaping how B2B SaaS customers are thinking in 2025, and what customer marketers can do about them.
Somewhere right now, a loyal customer is wondering whether it’s time to move on. Not out of dissatisfaction, but because the business case no longer feels clear and no one’s stepped in to reinforce it.
Your customers are being asked to justify every investment, simplify their operations, and prioritize tools that deliver clear, measurable value. According to Gartner, 95% of CIOs are actively consolidating software vendors this year. G2 data echoes this: over 60% of B2B buyers are reducing their tech stacks, not just to cut costs, but to reduce complexity.
The questions customers ask today aren’t “Does this work?”
They’re asking:
Is this essential?
Does this align with where we’re going?
Can I prove this is still worth it?
Does this make me more successful?
It’s not all contraction. There’s still momentum, and even excitement! Peer review platforms are seeing heavy engagement. In 2024 alone, nearly 500,000 vetted B2B software reviews were published on G2. Even better: 32% came from enterprise users. Advocacy isn’t just alive, it’s thriving.
As I shared in my eBook, Unlock Growth with Account-Based Customer Marketing, personalization is no longer a differentiator. It’s the baseline. People experience it constantly in B2C, and now expect the same level of relevance in B2B.
In 2025, customers want strategic value, seamless integration, faster time-to-value, and personalized engagement. And yes, if you’re not talking about your AI capabilities yet, what are you even doing?
As customer marketers, we sit at the intersection of product, brand, and customer experience. Our role is to keep the company aligned with the customer. That starts by tuning in to what they’re thinking right now.
Here are seven mindsets shaping how B2B SaaS customers are thinking in 2025, and what customer marketers can do about them.
Somewhere right now, a loyal customer is wondering whether it’s time to move on. Not out of dissatisfaction, but because the business case no longer feels clear and no one’s stepped in to reinforce it.
Your customers are being asked to justify every investment, simplify their operations, and prioritize tools that deliver clear, measurable value. According to Gartner, 95% of CIOs are actively consolidating software vendors this year. G2 data echoes this: over 60% of B2B buyers are reducing their tech stacks, not just to cut costs, but to reduce complexity.
The questions customers ask today aren’t “Does this work?”
They’re asking:
Is this essential?
Does this align with where we’re going?
Can I prove this is still worth it?
Does this make me more successful?
It’s not all contraction. There’s still momentum, and even excitement! Peer review platforms are seeing heavy engagement. In 2024 alone, nearly 500,000 vetted B2B software reviews were published on G2. Even better: 32% came from enterprise users. Advocacy isn’t just alive, it’s thriving.
As I shared in my eBook, Unlock Growth with Account-Based Customer Marketing, personalization is no longer a differentiator. It’s the baseline. People experience it constantly in B2C, and now expect the same level of relevance in B2B.
In 2025, customers want strategic value, seamless integration, faster time-to-value, and personalized engagement. And yes, if you’re not talking about your AI capabilities yet, what are you even doing?
As customer marketers, we sit at the intersection of product, brand, and customer experience. Our role is to keep the company aligned with the customer. That starts by tuning in to what they’re thinking right now.
Here are seven mindsets shaping how B2B SaaS customers are thinking in 2025, and what customer marketers can do about them.
Somewhere right now, a loyal customer is wondering whether it’s time to move on. Not out of dissatisfaction, but because the business case no longer feels clear and no one’s stepped in to reinforce it.
Your customers are being asked to justify every investment, simplify their operations, and prioritize tools that deliver clear, measurable value. According to Gartner, 95% of CIOs are actively consolidating software vendors this year. G2 data echoes this: over 60% of B2B buyers are reducing their tech stacks, not just to cut costs, but to reduce complexity.
The questions customers ask today aren’t “Does this work?”
They’re asking:
Is this essential?
Does this align with where we’re going?
Can I prove this is still worth it?
Does this make me more successful?
It’s not all contraction. There’s still momentum, and even excitement! Peer review platforms are seeing heavy engagement. In 2024 alone, nearly 500,000 vetted B2B software reviews were published on G2. Even better: 32% came from enterprise users. Advocacy isn’t just alive, it’s thriving.
As I shared in my eBook, Unlock Growth with Account-Based Customer Marketing, personalization is no longer a differentiator. It’s the baseline. People experience it constantly in B2C, and now expect the same level of relevance in B2B.
In 2025, customers want strategic value, seamless integration, faster time-to-value, and personalized engagement. And yes, if you’re not talking about your AI capabilities yet, what are you even doing?
As customer marketers, we sit at the intersection of product, brand, and customer experience. Our role is to keep the company aligned with the customer. That starts by tuning in to what they’re thinking right now.
Here are seven mindsets shaping how B2B SaaS customers are thinking in 2025, and what customer marketers can do about them.
1. “Make My Stack Simpler”
Many customers are actively trying to simplify their tech stacks. At Tipalti, I saw this firsthand when our team began evaluating which tools were essential and which were redundant or underused.
It’s not just about saving money. It’s about clarity. Vendors need to demonstrate how they integrate into broader workflows and why they’re not just “nice to have.” Being good isn’t enough anymore. You have to be indispensable!
What to do: Highlight the integrations that make you sticky. For example, Tipalti’s integration with NetSuite has been a major differentiator. If any accounts were at risk, I’d proactively share content like: “45% fewer manual handoffs since connecting Tipalti to NetSuite.” The goal is to make customers feel that removing your product would introduce more friction, not less.
Many customers are actively trying to simplify their tech stacks. At Tipalti, I saw this firsthand when our team began evaluating which tools were essential and which were redundant or underused.
It’s not just about saving money. It’s about clarity. Vendors need to demonstrate how they integrate into broader workflows and why they’re not just “nice to have.” Being good isn’t enough anymore. You have to be indispensable!
What to do: Highlight the integrations that make you sticky. For example, Tipalti’s integration with NetSuite has been a major differentiator. If any accounts were at risk, I’d proactively share content like: “45% fewer manual handoffs since connecting Tipalti to NetSuite.” The goal is to make customers feel that removing your product would introduce more friction, not less.
Many customers are actively trying to simplify their tech stacks. At Tipalti, I saw this firsthand when our team began evaluating which tools were essential and which were redundant or underused.
It’s not just about saving money. It’s about clarity. Vendors need to demonstrate how they integrate into broader workflows and why they’re not just “nice to have.” Being good isn’t enough anymore. You have to be indispensable!
What to do: Highlight the integrations that make you sticky. For example, Tipalti’s integration with NetSuite has been a major differentiator. If any accounts were at risk, I’d proactively share content like: “45% fewer manual handoffs since connecting Tipalti to NetSuite.” The goal is to make customers feel that removing your product would introduce more friction, not less.
Many customers are actively trying to simplify their tech stacks. At Tipalti, I saw this firsthand when our team began evaluating which tools were essential and which were redundant or underused.
It’s not just about saving money. It’s about clarity. Vendors need to demonstrate how they integrate into broader workflows and why they’re not just “nice to have.” Being good isn’t enough anymore. You have to be indispensable!
What to do: Highlight the integrations that make you sticky. For example, Tipalti’s integration with NetSuite has been a major differentiator. If any accounts were at risk, I’d proactively share content like: “45% fewer manual handoffs since connecting Tipalti to NetSuite.” The goal is to make customers feel that removing your product would introduce more friction, not less.
2. “Prove This Is Still Worth It”
Customers are under pressure to justify every dollar. Vague sentiment or general satisfaction scores don’t cut it anymore. Value must be specific, measurable, and clearly tied to business outcomes.
What to do: Run value communication campaigns and tailor renewal content around impact. If your company publishes a Customer Impact Report, repurpose that data in drip campaigns and QBR decks. Show account-specific ROI with messaging like: “Here’s the return your fellow customers have seen, and here’s what more you could achieve.”
That level of clarity helps your champions sell internally, especially to CFOs.
Customers are under pressure to justify every dollar. Vague sentiment or general satisfaction scores don’t cut it anymore. Value must be specific, measurable, and clearly tied to business outcomes.
What to do: Run value communication campaigns and tailor renewal content around impact. If your company publishes a Customer Impact Report, repurpose that data in drip campaigns and QBR decks. Show account-specific ROI with messaging like: “Here’s the return your fellow customers have seen, and here’s what more you could achieve.”
That level of clarity helps your champions sell internally, especially to CFOs.
Customers are under pressure to justify every dollar. Vague sentiment or general satisfaction scores don’t cut it anymore. Value must be specific, measurable, and clearly tied to business outcomes.
What to do: Run value communication campaigns and tailor renewal content around impact. If your company publishes a Customer Impact Report, repurpose that data in drip campaigns and QBR decks. Show account-specific ROI with messaging like: “Here’s the return your fellow customers have seen, and here’s what more you could achieve.”
That level of clarity helps your champions sell internally, especially to CFOs.
Customers are under pressure to justify every dollar. Vague sentiment or general satisfaction scores don’t cut it anymore. Value must be specific, measurable, and clearly tied to business outcomes.
What to do: Run value communication campaigns and tailor renewal content around impact. If your company publishes a Customer Impact Report, repurpose that data in drip campaigns and QBR decks. Show account-specific ROI with messaging like: “Here’s the return your fellow customers have seen, and here’s what more you could achieve.”
That level of clarity helps your champions sell internally, especially to CFOs.
3. “Show Me Innovation, Show Me Momentum”
Customers are watching. If they don’t see visible progress, they’ll start to wonder if your product can keep up with them. In today’s AI-fueled, cross-functional environment, momentum matters more than ever.
Sometimes the product didn’t fail. It’s just that the context changed. A new team, a new strategy, a new problem to solve. Yesterday’s value story may no longer apply.
Customers are watching. If they don’t see visible progress, they’ll start to wonder if your product can keep up with them. In today’s AI-fueled, cross-functional environment, momentum matters more than ever.
Sometimes the product didn’t fail. It’s just that the context changed. A new team, a new strategy, a new problem to solve. Yesterday’s value story may no longer apply.
Customers are watching. If they don’t see visible progress, they’ll start to wonder if your product can keep up with them. In today’s AI-fueled, cross-functional environment, momentum matters more than ever.
Sometimes the product didn’t fail. It’s just that the context changed. A new team, a new strategy, a new problem to solve. Yesterday’s value story may no longer apply.
Customers are watching. If they don’t see visible progress, they’ll start to wonder if your product can keep up with them. In today’s AI-fueled, cross-functional environment, momentum matters more than ever.
Sometimes the product didn’t fail. It’s just that the context changed. A new team, a new strategy, a new problem to solve. Yesterday’s value story may no longer apply.
4. “Personalize, or Don’t Bother”
Relevance isn’t just appreciated—it’s expected. Customers want product tips, webinars, content, and outreach designed specifically for them—their role, industry, maturity level, and goals.
What to do: Run re-onboarding campaigns for at-risk accounts or newly reorganized teams. Treat them like new customers! Deliver curated training, use-case content, and tailored playbooks. Bonus points for pulling in product experts to align on evolving needs.
The message is: we see you, we’ve got you, and we’re not going anywhere.
Relevance isn’t just appreciated—it’s expected. Customers want product tips, webinars, content, and outreach designed specifically for them—their role, industry, maturity level, and goals.
What to do: Run re-onboarding campaigns for at-risk accounts or newly reorganized teams. Treat them like new customers! Deliver curated training, use-case content, and tailored playbooks. Bonus points for pulling in product experts to align on evolving needs.
The message is: we see you, we’ve got you, and we’re not going anywhere.
Relevance isn’t just appreciated—it’s expected. Customers want product tips, webinars, content, and outreach designed specifically for them—their role, industry, maturity level, and goals.
What to do: Run re-onboarding campaigns for at-risk accounts or newly reorganized teams. Treat them like new customers! Deliver curated training, use-case content, and tailored playbooks. Bonus points for pulling in product experts to align on evolving needs.
The message is: we see you, we’ve got you, and we’re not going anywhere.
Relevance isn’t just appreciated—it’s expected. Customers want product tips, webinars, content, and outreach designed specifically for them—their role, industry, maturity level, and goals.
What to do: Run re-onboarding campaigns for at-risk accounts or newly reorganized teams. Treat them like new customers! Deliver curated training, use-case content, and tailored playbooks. Bonus points for pulling in product experts to align on evolving needs.
The message is: we see you, we’ve got you, and we’re not going anywhere.
5. “If I Give Feedback, Act on It”
Most customers are willing to share feedback. But if they never hear back or see results, even the most loyal users will start to disengage.
What to do: Build visible feedback loops. Add a “We Heard You” section in your newsletter. Publicly share what changes were made based on customer input, and give credit where it’s due. Customers love to see their voice reflected in the roadmap!
Most customers are willing to share feedback. But if they never hear back or see results, even the most loyal users will start to disengage.
What to do: Build visible feedback loops. Add a “We Heard You” section in your newsletter. Publicly share what changes were made based on customer input, and give credit where it’s due. Customers love to see their voice reflected in the roadmap!
Most customers are willing to share feedback. But if they never hear back or see results, even the most loyal users will start to disengage.
What to do: Build visible feedback loops. Add a “We Heard You” section in your newsletter. Publicly share what changes were made based on customer input, and give credit where it’s due. Customers love to see their voice reflected in the roadmap!
Most customers are willing to share feedback. But if they never hear back or see results, even the most loyal users will start to disengage.
What to do: Build visible feedback loops. Add a “We Heard You” section in your newsletter. Publicly share what changes were made based on customer input, and give credit where it’s due. Customers love to see their voice reflected in the roadmap!
6. “I’ll advocate—if it’s easy”
Your best customers want to advocate, but they don’t have time for a three-week case study process or a 30-minute reference call every other week.
What to do: Make advocacy easy, lightweight, and async. At Tipalti, we use Peerbound to auto-generate advocacy content from real customer calls. One of my favorite features? It creates a G2-style summary of what the customer said, so the CSM can follow up with: “Want to turn this into a review? It’s already written!”
Frictionless, fast, and authentic. That’s how advocacy wins in 2025.
Your best customers want to advocate, but they don’t have time for a three-week case study process or a 30-minute reference call every other week.
What to do: Make advocacy easy, lightweight, and async. At Tipalti, we use Peerbound to auto-generate advocacy content from real customer calls. One of my favorite features? It creates a G2-style summary of what the customer said, so the CSM can follow up with: “Want to turn this into a review? It’s already written!”
Frictionless, fast, and authentic. That’s how advocacy wins in 2025.
Your best customers want to advocate, but they don’t have time for a three-week case study process or a 30-minute reference call every other week.
What to do: Make advocacy easy, lightweight, and async. At Tipalti, we use Peerbound to auto-generate advocacy content from real customer calls. One of my favorite features? It creates a G2-style summary of what the customer said, so the CSM can follow up with: “Want to turn this into a review? It’s already written!”
Frictionless, fast, and authentic. That’s how advocacy wins in 2025.
Your best customers want to advocate, but they don’t have time for a three-week case study process or a 30-minute reference call every other week.
What to do: Make advocacy easy, lightweight, and async. At Tipalti, we use Peerbound to auto-generate advocacy content from real customer calls. One of my favorite features? It creates a G2-style summary of what the customer said, so the CSM can follow up with: “Want to turn this into a review? It’s already written!”
Frictionless, fast, and authentic. That’s how advocacy wins in 2025.
7. “Where’s the AI?”
AI is no longer a shiny extra. It’s a core buying criterion. According to G2, 75% of businesses use AI-powered features daily, and nearly 80% prioritize AI capabilities when selecting software.
What to do: Spotlight your AI and your integrations. Customers want tools that automate work and fit perfectly into their workflows. Emphasize how you reduce effort and increase outcomes. Help them do more with less. That’s what they’re really buying.
And if your product doesn’t have an AI feature? Then you better be using AI behind the scenes. Mine your customer data, detect usage patterns, and plug those into your internal models. Surface insights that show customers what they didn’t even know they needed—like underused features or missed ROI. The goal: deliver value before they even ask.
AI is no longer a shiny extra. It’s a core buying criterion. According to G2, 75% of businesses use AI-powered features daily, and nearly 80% prioritize AI capabilities when selecting software.
What to do: Spotlight your AI and your integrations. Customers want tools that automate work and fit perfectly into their workflows. Emphasize how you reduce effort and increase outcomes. Help them do more with less. That’s what they’re really buying.
And if your product doesn’t have an AI feature? Then you better be using AI behind the scenes. Mine your customer data, detect usage patterns, and plug those into your internal models. Surface insights that show customers what they didn’t even know they needed—like underused features or missed ROI. The goal: deliver value before they even ask.
AI is no longer a shiny extra. It’s a core buying criterion. According to G2, 75% of businesses use AI-powered features daily, and nearly 80% prioritize AI capabilities when selecting software.
What to do: Spotlight your AI and your integrations. Customers want tools that automate work and fit perfectly into their workflows. Emphasize how you reduce effort and increase outcomes. Help them do more with less. That’s what they’re really buying.
And if your product doesn’t have an AI feature? Then you better be using AI behind the scenes. Mine your customer data, detect usage patterns, and plug those into your internal models. Surface insights that show customers what they didn’t even know they needed—like underused features or missed ROI. The goal: deliver value before they even ask.
AI is no longer a shiny extra. It’s a core buying criterion. According to G2, 75% of businesses use AI-powered features daily, and nearly 80% prioritize AI capabilities when selecting software.
What to do: Spotlight your AI and your integrations. Customers want tools that automate work and fit perfectly into their workflows. Emphasize how you reduce effort and increase outcomes. Help them do more with less. That’s what they’re really buying.
And if your product doesn’t have an AI feature? Then you better be using AI behind the scenes. Mine your customer data, detect usage patterns, and plug those into your internal models. Surface insights that show customers what they didn’t even know they needed—like underused features or missed ROI. The goal: deliver value before they even ask.
Looking Ahead
In 2025, customers are more discerning, more engaged, and more vocal than ever. Yes, they’re consolidating and scrutinizing ROI. But they’re also excited about what’s possible and ready to grow with partners who keep up.
For customer marketers, this is our moment to shine! We’re not just telling stories anymore. We’re building trust, showcasing proof, and driving momentum across the customer lifecycle.
Let’s meet the moment—and lead with value, relevance, and results.
In 2025, customers are more discerning, more engaged, and more vocal than ever. Yes, they’re consolidating and scrutinizing ROI. But they’re also excited about what’s possible and ready to grow with partners who keep up.
For customer marketers, this is our moment to shine! We’re not just telling stories anymore. We’re building trust, showcasing proof, and driving momentum across the customer lifecycle.
Let’s meet the moment—and lead with value, relevance, and results.
In 2025, customers are more discerning, more engaged, and more vocal than ever. Yes, they’re consolidating and scrutinizing ROI. But they’re also excited about what’s possible and ready to grow with partners who keep up.
For customer marketers, this is our moment to shine! We’re not just telling stories anymore. We’re building trust, showcasing proof, and driving momentum across the customer lifecycle.
Let’s meet the moment—and lead with value, relevance, and results.
In 2025, customers are more discerning, more engaged, and more vocal than ever. Yes, they’re consolidating and scrutinizing ROI. But they’re also excited about what’s possible and ready to grow with partners who keep up.
For customer marketers, this is our moment to shine! We’re not just telling stories anymore. We’re building trust, showcasing proof, and driving momentum across the customer lifecycle.
Let’s meet the moment—and lead with value, relevance, and results.
