That’s what a friend, Head of Marketing at a compliance tech company, told me recently. And just yesterday, I saw a similar post pop up on Exit Five.
So... should B2B SaaS companies start to panic?
Short answer: Most shouldn’t. (But my friend probably should.)
Here's why:
For most SaaS companies, real pipeline comes from bottom-of-funnel (BoFu) queries. And right now, those rankings haven’t dropped.
The decline is mostly in top-of-funnel (ToFu) traffic . And.. these never really drove a lot of pipeline for companies anyway. After all, would you buy a compliance tech SaaS from my friend after reading his article on the 25 compliance trends for 2025? Probably not.
So, who should care?
There are some industries where:
- Search intent is fuzzy, and purchase-ready users might search informational queries.
- Informational content actually drives demos once urgency kicks in...
…losing ToFu traffic could hit the pipeline harder than you'd expect.
What can you do?
1. Print out the Google logo and pray.
2. When that doesn’t work, diversify your pipeline.
A lot of the companies I've spoken with are considering LLMs as a channel to replace this lost pipeline. I mean.. It’s only fair. Replace the pipeline you lost to AI with a channel based on AI.
Want to learn how?
I’m co-hosting a live webinar with Lashay on "How to show up on ChatGPT and drive direct traffic to your BoFu articles.”
Date: 1st May
Time: 9 PM IST//8:30 AM PST
Link to join: Where you'd expect it to be in a LinkedIn post.
Will we send the recording?: Yes
- Ishaan "Super pumped to see 250+ folks have already registered" Shakunt
This post was originally shared by on Linkedin.