Do you remember seeing a series of extremely viral videos about how bad it is to buy software? They ranged from a Netflix-style documentary to a lady in a clothes store trying to get a new shirt.

If so, you’re not alone.

In August 2022, Yoav Vilner, the CEO of Walnut, caused a stir on LinkedIn by encouraging software prospects to band together against the inefficient buying processes that they have to deal with. 

He also called on other vendors to join the movement, which he named #WeAreProspects, and it quickly gained traction on the platform. 

“The goal of the movement is to challenge the horrible status quo that prospects and salespeople struggle with, by advocating for a better buying experience that is faster, more product-focused, and less seller-centric,” says Vilner.

To achieve this, the movement proposes that each company should offer its products to B2B buyers as an easy product showcase, or personalized demos – and also provide a special discount to encourage more businesses to support the cause.

The hope is that this will lead to a significant shift in the way that B2B buying is conducted, benefiting both prospects and tech companies.

As a result of Walnut’s initiative, many companies joined the alliance, including Hubspot, Apollo.io, SimilarWeb, Dooly, Postal, Contractbook, Sales Assembly, and Cloudshare. They all provided special offerings on their products, all of which are working to improve the B2B industry.

These companies are addressing various issues that prospects face, such as lack of personalization, difficult contract processes, inadequate gifting practices, and insufficient product demos. 

Each company is contributing to the overall goal of creating a better buying experience for prospects by addressing specific pain points. Together, these companies are making incremental improvements and laying the foundation for a more positive and efficient buying experience for B2B buyers.

Away from Sellers, towards Prospects

The process of buying a SaaS product is often painfully slow, with an average duration of 84 days. Buyers are forced to endure numerous discovery calls’ and qualification meetings, only to be presented with generic, below-par product demos that do not fully meet their needs. 

What’s more, buyers today are used to a fast and simple buying experience, like the ones provided by B2C sellers such as Amazon. However, the B2B sales process has not kept pace with these changes and often prioritizes the seller’s needs over the buyer’s.

These issues have been widely recognized, and the #WeAreProspects movement was created to highlight these flaws and demand a change in the B2B buying experience. By exposing the problems with the current buying experience, Walnut hopes to prompt vendors to reconsider their approach and prioritize the needs of their customers. 

The movement aims to shift the focus away from sellers and towards prospects, ultimately resulting in a faster, more efficient, and more personalized buying experience. By offering discounts for solutions that meet these standards, the movement hopes to encourage widespread adoption and drive the industry towards a more customer-centric approach.

Post #WeAreProspects Launch: What Happens Next?

According to Vilner, Walnut is no stranger to breaking barriers and pushing boundaries. Alongside the success of #WeAreProspects were the launches of two products: Walnut for Teams and Walnut Beyond Demos – to help salespeople collaborate and tailor product demonstrations respectively. 

And just recently, they released Walnut Ace, their latest suite that helps teams create better demos faster, script demo pitches in seconds using OpenAI integrations, and engage with prospects at the right time thanks to their Slack integration.

“We were also named the #1 promising growth startup in Tel-Aviv by LinkedIn, among other surprising awards and nominations. Our focus is on providing value to our clients, and I believe that when you get your market-fit right, other benefits will follow.”

While 2023 potentially poses a challenging time in the sales tech industry, Walnut serves as a key player in disrupting processes and cycles, further optimizing the buyer’s journey from here on out.