[sontek]

Most b2b products are going to need SAML auth. Any reasonably sized tech business will want to onboard their employees into the software through SSO and the easiest way to do that is usually SAML if they are using something like Okta or JumpCloud.

Along with that, if they have compliance requirements like SOC2 then they really want the whole flow including offboarding any employees that have left the company.

[Alupis]

You are describing enterprise, not normal b2b. Majority of businesses out there buying SaaS/PaaS products are not big enterprise with SSO needs nor compliance requirements. The SMB market is huge.

Enterprise types of users are their own beast.