In the crowded world of B2B SaaS, founders are constantly looking for ways to break through the noise and solve real, persistent problems. For Marc Grewenig, the founder of emlen, the mission was clear from the beginning: streamline the B2B buying process to make it as intuitive and smooth as a consumer experience. As the co-creator of emlen, Marc is addressing one of the most underappreciated yet critical challenges in modern sales, creating a buyer journey that actually works for the buyer.
What is emlen?
emlen is a SaaS platform built for sales and marketing teams that creates personalized, trackable Digital Sales Rooms. These spaces are designed to simplify the B2B buying journey by making collaboration between stakeholders smoother and more transparent. In Marc’s words, emlen
“helps sales and marketing teams create personalized, trackable Digital Sales Rooms that make buying easier and deals close faster.”
The tool is already making waves among thousands of sales managers, with clients including major names like PwC, Personio, Babbel, TeamViewer, and Radancy using it daily. Its clear value proposition — shortening sales cycles, reducing indecision, and elevating the buyer experience — has positioned emlen as a practical solution to a very real problem in the B2B landscape.
And the best part? You don’t have to wait to experience it. You can start using emlen for free and see firsthand how Digital Sales Rooms transform the buying journey.
The Lightbulb Moment
The idea for emlen came from a very real and relatable insight:
“Selling is hard, buying is harder.”
Marc and his team recognized that while sales tools had evolved, the actual experience of buying, especially in B2B, hadn’t kept up. Buyers today expect smooth, digital-first experiences, yet B2B still often relies on outdated methods that create friction and confusion.
“Today’s B2B buyers expect a B2C-like buying experience.”
This disconnect between what buyers want and what sellers provide was the spark that led to emlen, an effort to close that gap by providing buyers with intuitive, well-organized digital spaces to navigate the often complex journey of purchasing a B2B solution.
Turning Challenges into Opportunities
The journey, of course, wasn’t easy. Marc is candid about the uphill nature of building a SaaS business in this space:
“It’s a looooooong way ;)”
And one of the biggest challenges hasn’t been technical; it’s been cultural.
“The topic of customer experience in B2B doesn’t get the attention it deserves.”
Many decision-makers still don’t prioritize improving the buying process for their customers. But rather than get frustrated, Marc and his team chose to lead by example.
“We use our product to show how their experience could actually also look like with emlen.”
By putting prospects directly into the kind of Digital Sales Room that emlen enables, they turned demos into living proof of value. This hands-on, show-don’t-tell approach not only differentiated them from the competition but also demonstrated the power of buyer-centric sales in real time.
And the results speak for themselves. By focusing on simplifying decision-making and empowering both buyers and sellers, emlen is helping clients move past the common friction points of B2B deals, such as deals stalling in indecision or dragging through long sales cycles.
“An amazing buyer experience, every B2B buyer also deserves ;) – we are used to it from the B2C world, so why not in B2B too.”
Looking Ahead
As emlen continues to grow, Marc Grewenig remains laser-focused on his mission to elevate the B2B buying experience. The adoption by leading organizations across industries is proof that the need is real, and the solution is working. But Marc knows there’s still a long way to go in changing mindsets and making customer experience a priority at the C-level.
If you’re a Sales Manager, Account Executive, or VP of Sales struggling with deals that drag on or get lost in stakeholder limbo, emlen might be the shift you need. You can start for free today, explore their Digital Sales Rooms, and see the difference for yourself, or connect with Marc directly on LinkedIn.
Because, as Marc Grewenig has shown, when you make buying easier, everyone wins.