Eric Siu breaks down what's confusing B2B founders right now: they're stuck on SEO sunk costs, uncertain about go-to-market strategy, and missing the shift to "search everywhere" optimization. The fix is helpful content and using your own team as influencers.
I just came back from a B2B SaaS founder retreat where there's a bunch of 8, 9-figure founders there. Here's what I learned. The big thing is people in B2B SaaS, they have no idea what to do with go-to-market right now. Zero clue. And a lot of people, it's like a sunk cost fallacy. They're like, oh, but I invested so much in SEO. I'm like, so what? Doesn't mean you deserve traffic right now. All right, so everyone seems to be confused about go-to-market, but where I kind of left them all is like, guys, like it is the search everywhere optimization thing. I said, guys, you have to be creating content like in some way, shape, or form. I don't care if you hire an in-house influencer and pay them like $200 plus or something like that, or you have to figure it out on your own. Like, your job is to figure out how you can help other people with the knowledge that you have. Everyone seems confused on go-to-market right now because the game has changed so rapidly from a marketing standpoint.
