What if I told you that the traditional SaaS sales playbook is officially outdated? As buyers shift their preferences toward self-service, content-driven journeys, SaaS companies must adapt—or get left behind. In the case of Hootsuite, under the leadership of CEO Irina Novoselsky, that shift has helped the company soar to nearly $400 million in revenue.

Irina’s insights reveal a new reality where Gen Z buyers dominate the market. This generation doesn’t want pushy sales tactics—they want authenticity, control, and a seamless content experience.

With 75% of B2B buyers expected to be Millennials or Gen Z by next year, Hootsuite’s focus on building trust through valuable, self-service content is a strategy every company should be paying attention to.

In this article, we’ll explore how Hootsuite’s approach to content, social selling, and buyer empowerment redefined their SaaS success.

Want deeper insights on methods like these? Check out: “The Year of Experiments: How Boomerang Boosted ARR by 500K Through Iterative Marketing Tests”.

This article draws insights from a speech by Irina Novoselsky, CEO of Hootsuite, as shared on Nathan Latka’s YouTube channel.

1. The Shift in SaaS Buying Behavior

The days of relying heavily on SDRs and cold emails are quickly fading, especially when it comes to Gen Z buyers. Irina Novoselsky identified that traditional SaaS models—rooted in aggressive outreach and large sales teams—aren’t resonating with younger decision-makers.

Gen Z prefers to take control of their buying journey. They conduct independent research, consume content on their own terms, and reach out to a sales team only when they’re ready.

With 60% of their buying process completed before they speak to a single representative, businesses need to ensure that they’re showing up with relevant, high-quality content during the early stages of the decision-making process.

For Hootsuite, that meant pivoting away from conventional sales strategies and focusing on empowering buyers through content and self-service options.

2. Understanding Gen Z’s Demand for Authenticity and Control

Gen Z is a unique generation of contradictions. They’ve grown up with access to limitless information and tools at their fingertips, yet they value authenticity more than anything. They might embrace AI in some aspects of their work, but they crave real human experiences and transparent communication.

Hootsuite’s success lies in understanding that Gen Z buyers don’t want to be sold to—they want to be in control. They don’t want to talk to sales teams, but they want easy access to information. They’re quick to spot anything that feels inauthentic or sales-driven.

This means companies need to create content that provides value, builds trust, and places the control in the hands of the buyer.

By creating valuable content that meets buyers where they are, Hootsuite aligns with Gen Z’s expectations. Whether through social media, blogs, or peer reviews, the content isn’t about pushing a product—it’s about empowering the buyer.

3. The Power of Social Selling and Peer Influence

Gen Z doesn’t want ads—they want recommendations from people they trust. According to Irina, peer reviews and community-driven content have become essential to earning Gen Z’s trust. Platforms like Reddit, LinkedIn, and peer review sites now play a critical role in the decision-making process.

Hootsuite embraced this by focusing on social selling. Their executives and employees are active on platforms like LinkedIn, contributing to conversations and building an authentic presence.

This social engagement isn’t about hard selling; it’s about fostering connections, establishing credibility, and becoming part of the community.

For SaaS companies looking to replicate Hootsuite’s success, leveraging social selling is critical. It’s not just about creating content—it’s about being part of the discussion, showing up where your audience spends time, and building authentic relationships.

4. Self-Service: The Future of SaaS Demos

Traditional product demos, where a sales rep walks a prospect through a scripted pitch, are losing effectiveness with Gen Z buyers. Instead, they want the freedom to explore products on their own. In fact, many buyers prefer to conduct a demo without ever speaking to a human being.

Hootsuite adapted by offering self-service demos, allowing users to explore the product at their own pace, without any pressure. Irina explained that buyers expect an experience similar to the way they interact with consumer brands—seamless, on-demand, and free from friction.

SaaS companies that allow buyers to self-educate through content and guided demos are far more likely to succeed with this generation.

This shift toward self-service puts the buyer in control while still giving them the tools to make informed decisions. It’s a model that Hootsuite has embraced, and one that other SaaS companies should take note of.

5. Creating Content that Converts: Lessons for SaaS Companies

The key takeaway from Hootsuite’s transformation is clear: content must be central to your growth strategy, especially with Gen Z buyers.

But not just any content—quality content that addresses your audience’s needs, provides real value, and helps them move through the buying process on their terms.

Here are a few actionable steps that any SaaS company can take:

Focus on Value-Driven Content: Create blog posts, videos, and case studies that educate your audience rather than selling to them. Content should answer questions and solve problems.

Be Present on Social Channels: Gen Z buyers are consuming content across social platforms. Engage with your audience where they are—whether that’s on LinkedIn, Reddit, or peer review sites.

Invest in Self-Service Experiences: Offer self-guided demos and resources that allow prospects to explore your product without pressure.

Prioritize Authenticity: Gen Z can spot inauthenticity from a mile away. Ensure that your content is genuine, helpful, and aligned with your brand’s values.

Before We Go

The SaaS playbook as we know it is evolving, and the rise of Gen Z as key decision-makers has accelerated this shift. By focusing on authentic, value-driven content and self-service options, Hootsuite has set itself apart as a leader in this new era of SaaS.

At Concurate, we understand that the future of B2B marketing lies in creating content that truly connects with your audience. Whether you’re looking to increase leads or get in front of your target audience on Google, we specialize in crafting high-quality, meaningful content that drives results.