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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

Positioning and Messaging

How to diagnose a drop in paid media conversions

Many B2B SaaS companies will see a drop in conversions from PPC from time to time. In a previous article, we discussed how to diagnose a drop in leads – but nowhere is this scarier for a marketing team than when they’re investing large portions of their budget into a channel that suddenly stops performing.

PPC Marketing