In a recent LinkedIn post, Archita Fritz argues that the current buying experience for B2B software and services is significantly outdated, likening it to a 2015 model that fails to meet the expectations of today’s buyers. Fritz highlights the reality of a buyer’s journey that often occurs late at night, with multiple browser tabs open and active communication happening in real-time across different platforms.
According to Fritz, by the time a sales team engages, potential customers have often already identified their problem, created a shortlist of solutions, and begun assessing the effort required to engage with a vendor. This pre-engagement phase is critical, yet many companies offer a subpar initial experience.
“A vague homepage. No clear ‘this is who we’re for.’ No real product walk-through. Just one big ‘Book a demo’ button and vibes.”
The Disconnect Between Buyer Expectations and Vendor Processes
Archita Fritz recounts an exercise with a leadership team where they adopted the persona of a new buyer to navigate their own company’s website. The process, as described by Fritz, involved significant friction:
- Hunting for the correct information pages.
- Completing lengthy forms to initiate contact.
- Undergoing a qualification process.
- Participating in a lengthy, one-sided demo.
- Receiving a recording that is unlikely to be revisited.
This cumbersome process drew a stark parallel from a Chief Human Resources Officer (CHRO) who, as Fritz relays, stated, “If we treated candidates like this, they’d ghost us.” Fritz emphasizes the irony that the same individuals sought after as top talent are subjected to such hoops as buyers.
Elevating the Buyer Experience with Self-Serve Demos
Fritz advocates for a fundamental shift in how B2B companies approach initial buyer engagement, positioning self-serve, interactive demos as a strategic leadership decision rather than a mere marketing tactic. This approach, in Archita Fritz’s view, conveys crucial messages to potential clients:
- Respect for time: Allowing exploration at the buyer’s convenience.
- Product confidence: Showcasing the product in action, not just through slides.
- Authenticity: Ensuring consistency across website, sales, and onboarding materials.
Fritz highlights a partnership with Guideflow, a company that has developed a solution for creating reusable, interactive product walkthroughs. This technology allows businesses to record their product once and transform it into an engaging, persona-based experience deployable across various touchpoints.
“Done well, they quietly say: We respect your time → explore now, not next Thursday. We trust our product → see it working, not just in a slide. We tell one honest story → website, sales, onboarding actually line up.”
A Call for Modernization
Archita Fritz concludes by urging businesses to re-evaluate the initial stages of the customer journey, particularly before any forms are filled out. The post poses a rhetorical question to HR and product professionals about how candidates would react to similar onboarding hurdles, suggesting that the response would likely be overwhelmingly negative.
“The manager you want to hire tomorrow is the buyer you’re making jump through hoops today.”
Fritz’s analysis underscores the urgent need for B2B companies to align their buyer experiences with the efficiency and interactivity expected in the current digital landscape, moving beyond outdated practices.
📝 About This Content
This article is based on insights shared by Archita Fritz on LinkedIn.
📅 Originally posted on November 20, 2025 | View original post on LinkedIn →