How to position a SaaS when there are multiple customer profiles
Summary
Most SaaS companies could be serving multiple customer profiles. But people who try to speak to everyone, speak to no-one. In this episode, we share how to position a SaaS when there are multiple customer profiles
Show Notes
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)
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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.
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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.