Selling SaaS to Problem-Unaware Buyers: How Trade Shows Beat Every Inbound Channel

Your customers are happy with pen and paper. How do you sell SaaS to people who don't know they have a problem? Featuring Garima Singh, VP of Growth at RouteMagic. Garima explains how RouteMagic — a niche ERP for UK wholesalers and distributors — built its go-to-market strategy around problem-unaware buyers who weren't searching for a solution. She shares why trade shows became their highest-converting acquisition channel, how original research-based content outperforms AI-generated articles, and the specific talk track that turns "pen and paper is free" into a signed deal. 📦 Why outbound beats inbound when your buyer doesn't know the problem exists 🎪 Trade shows as a primary B2B SaaS acquisition channel in the UK 📝 How to sell against "free" (pen and paper) with quantifiable outcomes 🔬 Original research content as a moat AI can't replicate 🗣️ Social proof and case studies as the #1 tool for first-mover products ⏱️ Timestamps: 00:00 What RouteMagic does and its UK market fit 01:55 Go-to-market with zero direct competitors 03:00 Social proof and educational content strategy 05:00 Rebranding and website redesign based on user feedback 05:45 Why channels aren't saturated — and what is changing 06:30 Trade shows as the top-performing acquisition channel 07:30 Why cold outbound hasn't worked (GDPR and beyond) 08:00 Content marketing with pillar topics and research reports 09:45 AI-generated content vs. human-led research 10:45 Selling to problem-unaware pen-and-paper businesses 12:00 Dimensionalizing benefits: "Save 3 hours every day" 13:00 What's ahead for RouteMagic in 2025 🔥 Want to build qualified pipeline with decision-makers who actually show up? 👉 https://www.rapidproductgrowth.com 🔗 Website: https://www.rapidproductgrowth.com 🔗 Jean-Michel on LinkedIn: https://www.linkedin.com/in/jeanmichelthink/ #B2BSaaS #GoToMarket #SaaSGrowth #ProductGrowthStories #RapidProductGrowth