SaaS Backwards - Reverse Engineering SaaS Success
Ep. 90 – Why Most SaaS Companies Get Positioning Wrong – with Anthony Pierri
Oct 5, 2023
Anthony Pierri, Partner with Fletch PMM, discusses how most SaaS companies get positioning wrong. He emphasizes the importance of focusing on product marketing and differentiation, using specific benefits to stand out. Pierri outlines their process for effective messaging and aligning with target audience's struggles and pain points.
37:30
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Quick takeaways
- Startups should focus on speaking directly to a specific group of people, mapping out their struggles, and aligning their features and capabilities to address those pain points.
- Use case positioning is a superior approach in B2B marketing, as it helps in reducing friction and improving understanding among potential customers.
Deep dives
Discovering a Niche Market for Positioning
Anthony Peery, partner at Fletch PMM, discusses how they identified the need for helping early-stage startups with their positioning and messaging, particularly focusing on the homepage message. They found a gap in the market for startups that needed to position themselves in the early days but lacked guidance. By narrowing their focus to a specific industry (B2B), market segment (SaaS), and business type (horizontal products), they honed in on the group that struggled the most. This niche positioning allowed them to create a specialized framework, helping startups make hard decisions and define their value propositions effectively.
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