SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 90 – Why Most SaaS Companies Get Positioning Wrong – with Anthony Pierri
Effective messaging is paramount for SaaS companies to attract and convert the right types of customers. And according to this week’s guest Anthony Pierri, Partner with Fletch PMM, most are getting it wrong.
- They try to speak to too many audiences at once.
- They use vague and broad statements that don’t resonate with anyone.
- They use wishy washy language.
Today’s marketers have been influenced by big companies that prioritize branding and awareness, which won’t be an effective strategy for the cash-conscious startups.
Instead, companies should focus on product marketing and differentiation to clearly communicate their unique value proposition front and center on the homepage throughout all content.
Don’t miss this episode where Pierri outlines their process for that.
Key Takeaways:
- Why use case positioning is probably going to be the most effective for B2B SaaS.
- How to align your messaging to your target audience’s struggles and pain points.
- Why you should use specific benefits to differentiate.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.
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