[Replay] How to position a SaaS when there are multiple customer profiles

06/29/22 • 16 min

SaaS Marketing Bites from Powered By Search

--
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)--

It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone.

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

This is a total nightmare to grow. Enterprise customers and solo businesses have radically different needs, and it’s extremely difficult to speak to everyone at once. Unfortunately, many founders jump straight to blaming their product for their lack of success, when a simple positioning shift can make the difference they need.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

Identify if they are trying to speak to too many people at once.
Understand their goals for marketing and growth for the future.
Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

--
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)--

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

Identify if they are trying to speak to too many people at once.
Understand their goals for marketing and growth for the future.
Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Previous Episode

The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Accompanying blog post: The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Planning and forecasting are a big part of SaaS marketing, and it’s vital to look ahead and build a strategy that gives you the best chance of achieving your growth goals.

If you have a good enough understanding of your analytics, and have a clear idea of where you want to be next year, you can even plan and predict how many leads you will need to acquire each day to reach your targets.

But things aren’t as simple as they might appear, and it’s important to remember that no day, or month, is alike.

Some months have more days than others, some contain public holidays, and some are more popular for taking vacations. These things make it difficult to accurately forecast your growth, and if you’re not prepared for them, they can cause you many problems.

And if you react the wrong way, you can burn a lot of money.

In this episode, we’ll look at:

How companies often react to these ‘uneven’ months
Why their approach isn’t effective
Why we take a different approach
How you can use the lead waterfall to adapt effectively

By the end of this episode, you’ll have a reliable plan for monitoring and proactively adjusting your approach to avoid being caught short.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Next Episode

SaaS Research: ‘Talk to customers’ is good advice but it’s not enough

Accompanying blog post: SaaS Research: ‘Talk to customers’ is good advice but it’s not enough

The advice ‘talk to customers’ is good – but companies should focus on building a framework for understanding their customer that goes beyond simple interviewing and includes both qualitative and quantitative inputs from across their business.

In this episode, we’ll look at:

Why many SaaS companies are leaving money on the table by missing out on high quality signals
How to avoid these common pitfalls to build a truly great customer research framework
How to use those customer insights to improve SaaS marketing

By the end of this episode, you should have the fundamentals to start building a framework for customer

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.