Millennials are definitely digital-first. However, when they’re negotiating a $100,000+ investment in a SaaS platform to solve a business problem, they will need guidance from a product expert. I believe human intervention will still be needed when purchasing technology that isn't self-service. But there needs to be a balance of digital and human interaction to enable these large investments.

Digital tools are obviously critical. I believe we will continue to see a bigger blend of traditional, alternative, and new channels. Businesses need to diversify their current digital outreach tools, leverage those tools in different ways, and introduce new digital channels into their sales outreach program. Each tech buyer purchases SaaS products differently, so you need to engage them with the tool or channel that works best for them.

One method that involves a hybrid model of human interaction and digital is the role of the Sales Development Representative (SDR). This role has evolved from the smile-and-dial model to one that requires methodical and careful research and analysis. Extensive research enables SDRs to send out highly personalised messages to target buyers, and we require SDRs to deliver personalised messaging through multiple channels based on their comprehensive research. They don’t simply refer to someone's job title or company, for example. That's basic. We look at and analyze many other factors about the individual prospect and their business goals, and combine this with information we've gathered in the past and conversations we've had with the company. All the facets of our research process are time consuming, but we've found ways to do this at scale so that the volume of outreach isn't materially diminished and the outcome is higher. In sum, building trust and strengthening a connection with a prospect isn’t about noticing on Instagram that they got a new cat. The approach must be thoughtful and show that you've done your homework on both the individual, the company, and the business.