In this episode of B2B Nation, we talk to Paul Cowan, CMO of FreshBooks, about marketing software-as-a-service (SaaS) applications to small businesses. SaaS marketers tend to move more quickly than other B2B tech marketers, and that’s especially true of those targeting SMBs. Small businesses move fast, make decisions more quickly and look for ways to easily research and compare technology solutions before making a purchase decision. They lean heavily on experiences, from the buying experience to the product experience, when evaluating vendors. And small businesses tend to grow, which means some SaaS vendors have a built-in level of churn, as their customers sometimes outgrow their platform. RELATED EPISODE: How to Improve the B2B and B2C Journey in a Digital World Paul also talks about how Google’s end of support for third-party cookies will force some SaaS vendors to rethink some of their favorite marketing tactics, and the importance of brand value when buyers can so easily compare and contrast products with just a click.