In this episode, Peep Laja is joined by Kathleen Booth and Dave Gerhardt to unpack the real buying behavior behind B2B SaaS in 2025. They break down the power of dark social, peer communities, and brand storytelling in an era where Google is no longer the first stop. Learn how to win trust, get talked about, and drive growth—without a single paid ad.
Chapters:
[00:00:00] Buyers No Longer Start on Google
[00:01:00] Dark Social Isn’t New
[00:02:00] Community Beats Search
[00:03:00] Trust Comes From Peers
[00:04:00] Why “Dark Social” Caught On
[00:05:30] How Real Word-of-Mouth Works
[00:06:30] Winning Starts With Being Mentioned
[00:07:15] LinkedIn’s Real Role in Buying
[00:08:30] You Can’t Game the System
[00:09:30] Influencing the Influencers
[00:10:30] Brand and Peer Trust Collide
[00:11:30] Build a Narrative, Not Just Features
[00:12:30] What to Spend on Community
[00:14:00] Create Shareworthy Artifacts
[00:15:00] Showing Up Consistently Matters
[00:16:30] Case Study: Carabiner Group
[00:17:30] Making the ROI Case
[00:19:00] Track What Actually Matters
[00:20:00] Key Takeaways: How to Win
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.