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B2B SaaS Marketing Strategies That Work: (Hint: The right words, the right people, & the right mindset)

B2B SaaS Marketing Strategies

Here’s what we know: Effective customer acquisition tactics for B2B SaaS marketing are based in understanding the customer, their jobs-to-be-done, and making your value proposition crystal clear.

That hasn’t changed.

What has changed:

Business audiences are getting harder to impress. There’s a glut in products, content, ads and emails that’s trained them to stop paying attention, unless they’re confronted with something truly unexpected.

Which means, B2B SaaS marketers like me, like you, need to find more creative ways to stand out, even when your product serves an important need.

I consulted some of the best B2B SaaS marketers in the biz, who’ve shared some of their best B2B SaaS acquisition strategies that are both timely and timeless.

These are strategies you can start implementing right now to acquire more customers.

Part 1: Finding the right words

Content and copy work hand-in-hand to lift up early-stage SaaS businesses; the first to bring target audiences in and win their trust, the second to hook them with a strong value proposition and buyer psychology. For some companies, their content strategy is their acquisition strategy.

Finding the right words, for me, is really about finding market-language fit: Identify your ideal customers, talk to them, create a value proposition based on those customer conversations, and use their exact words to inform the rest of your marketing. In fact, I’d say there’s no better ‘growth hack’ than just talking to your customers.

But what does talking to your customer really mean?

It’s not like you’re inviting them out for tea and cookies every week for a casual catch-up (that would be cool though). 

Tea and Cookies with Pusheen

Tea and cookies?


When we say “talk to your customers,” we usually mean sending surveys that include long-form free-response fields, building quick in-app surveys to uncover moments of friction, and maybe (hopefully) getting some of your ideal customers on the phone or in person for more in-depth interviews. These are all valid ways of talking to your customers. But I’d like to see companies going several steps further and including genuine conversations with their customers. Getting to know your customers as human beings and building real relationships with them that power positive customer experience. 

In this section, we’re talking about how B2B SaaS companies use words – their words, and their customers’ words – to make marketing more effective at kickstarting those relationships.

These experts have not only found the right words, but use the right strategies to bring in people, convert them into customers, and retain them.

Storytelling

“I swear we’ve tried almost everything and, the only thing that always, always, always works – in any situation – is storytelling.

Other things work well (or not) depending on the buyer, situation and cost.

And by storytelling I mean telling our story… like this:

Our mission is…

We started Vervoe because we want to…

We do this by…

Now let’s talk about you…”

Omer Molad
Co-Founder & CEO
Vervoe
Omer
I swear we’ve tried almost everything and, the only thing that always, always, always works - in any situation - is storytelling. Other things work well (or not) depending on the buyer, situation and cost. Click To Tweet

“I find that the magic place of storytelling is where your company’s story intersects with your customer’s story. So, if you can define your story identifying your values, your passion, your history, and your greatest skills you can find where that intersects.

That particular pain you are trying to solve with your product is the same pain your customer feels. When they hear your story, they recall their own story. There is an immediate connection. It’s magic.”

Todd E. Jones
Helping tech entrepreneurs resurrect flatlined content
Copyflight
The magic place of storytelling is where your company's story intersects with your customer's story. Define your story identifying your values, your passion, your history, and your greatest skills. Click To Tweet

There is a place of magic in storytelling.

Brand

“Ostensibly, B2B buyers are purchasing software based on hard facts that words and numbers convey. But emotional connection plays an important role in how people make decisions–and B2B buyers are people. I have a background in B2C marketing, so I know first-hand the power of brand to elicit a positive emotional response such as trust.

So, one of the first things I did in the early days at Wootric was to establish a strong brand identity. Remember the old adage about dressing for the job you want, not the job you have? It can be tempting to choose a logo that reflects a fun startup culture. You are better off creating an identity that embodies where the company will be in three to five years. Our roadmap had Wootric quickly expanding from an NPS survey tool to a end-to-end customer experience management solution, and our brand identity needed to take us there.

Approaching brand this way gives you a competitive edge. You will enhance the credibility of the messaging and content you’ve worked so hard to create. When Wootric acquired one of its first marquee customers, the sales team shared this post-sale customer comment with me: ‘Wow, I thought Wootric was much bigger!’

That is the power of brand. “

Lisa Abbott
VP of Marketing
Wootric
Lisa
Ostensibly, B2B buyers are purchasing software based on hard facts that words and numbers convey. But emotional connection plays an important role in how people make decisions--and B2B buyers are people. Click To Tweet

“For almost five years now, I’ve been focusing on content marketing for cybersecurity and privacy companies. A big challenge is that the usual topics are stark and complex to the point of being overwhelming for the target audience.

It also doesn’t help that most content in the industry relies heavily on FUD (Fear, Uncertainty, and Doubt) to make a point or persuade readers to become customers.

I’ve found storytelling to be the most effective way to build an emotional connection that can nudge readers to reconsider their online security habits.

Sharing experiences that people like themselves lived through changes their opinion from “this can’t happen to me” to “I wouldn’t want to walk a mile in their shoes.”

Focusing on storytelling in building content for information security companies is an essential way of turning the reader’s attention from someone else’s problem to their potential problem.”

Andra Zaharia
Freelance Content Marketer
How do you know?
Focusing on storytelling in building content is an essential way of turning the reader's attention from someone else's problem to their potential problem. Click To Tweet

Content Mapping

“At Skuid, we start with a strong foundation and define our message map. This document can be used across all teams at Skuid to ensure that we are fully in sync with our message to the market.

For us marketing must be omni-channel – we call our approach a flywheel. Each facet of marketing—content, product marketing, demand gen, PR and communications—plays an integral role in the overall strategy.

 

Flywheel

The Flywheel effect is a concept developed in the book Good to Great. No matter how dramatic the end result, good-to-great transformations never happen in one fell swoop. In building a great company or social sector enterprise, there is no single defining action, no grand program, no one killer innovation, no solitary lucky break, no miracle moment. Rather, the process resembles relentlessly pushing a giant, heavy flywheel, turn upon turn, building momentum until a point of breakthrough, and beyond.


Once the flywheel is built out, each facet propels the other forward, creating momentum in acquiring customers.

We create content to celebrate our customers’ successes and educate prospects and customer about our product through webinars, blogs, case studies, at in person events and virtually. We also use a combination of paid advertising (Google, Facebook, LinkedIn) and organic search to promote our content to our target audience.

At Skuid, we’ve seen success in taking a land and expand approach to sales and marketing. Once a customer uses our product and understands the versatility of the platform, they want find additional uses cases across their organization. This has been the case in some of our largest customers, including BHGE, Intuit, HPE, RedHat, and others.”

Karie Lepito
VP of Marketing
Skuid
We’ve seen success in taking a land and expand approach to sales and marketing. Once a customer uses our product and understands the versatility of the platform, they want find additional uses cases across their organization. Click To Tweet

The Inbound – Outbound One-Two Punch

“I’m with Text Request, a 4-year-old B2B SaaS startup in Chattanooga, TN. We hit $1M in revenue earlier this year, and have not taken any funding/investment. Here’s how we’ve acquired customers.

If you already know who your target customer is and how to take care of them once they’ve signed up, then all you have to do is find more of your targets. Right? But that’s easier said than done. We’ve split our approach between inbound and outbound (pretty evenly).

For inbound, we use a combination of SEO best practices for keywords related to business texting, a high quality blog, and Google Ads. The concept is to be the resource people are looking for.

They go to Google with a question. Our content, ads, and website answer that question well, so we show up at the top of search results. Once they make it to our website, we have various calls-to-action to get them to take a next step. (E.g. Let us show you how it works. Schedule a demo!) In fact, almost all of our enterprise-level customers found us via Google search.

For outbound, we take an ideal target (let’s say pest control companies). We Google search for those companies in a particular town, and then we send them an email. We’ll say “Here’s the problem other exterminators are having, and here’s how we fix it. Here’s a link to more info. Schedule a demo to see how it works.” It’s a numbers game, but that process works very well for us.

In my experience, it’s not difficult to find more customers if you know who your targets are and where they spend their time. You also don’t need fancy marketing tech. A CRM is good for keeping up with everyone, and a CMS is good for regularly updating your website, but you don’t need to spend thousands a month on software just to build an effective sales funnel.”

Kenneth Burke
Director of Marketing
Text Request
It's not difficult to find more customers if you know who your targets are and where they spend their time. A CRM is good for keeping up with everyone, and a CMS is good for regularly updating your website. Click To Tweet

Email Segmentation

“Email segmentation is one the best B2B SaaS marketing strategies. I can’t stress enough the importance of targeting the right people with the right message at the right time.

I helped one of my clients increase their sales from email by 10% with a solid segmentation strategy. So, experiment with segmenting subscribers by purchasing history, opt-in form submissions, contact with support team, and in-app behavior.”

Shayla Price
Marketer
Stories by Shayla
Email segmentation is one the best B2B SaaS marketing strategies. Experiment with segmenting subscribers by purchasing history, opt-in form submissions, contact with support team, and in-app behavior. Click To Tweet

Segment!

Build Content for People, Not Users

“At a meta level, one thing that worked for us is to keep in mind that even though we’re a B2B startup, at the end of the day we’re in business to help people achieve their goals. That means looking at our customers as people and not as businesses or users. It’s a small shift in the way we think, but goes a long way in terms of how we approach our marketing.

An example of how we approach this – Since we’re (Zepel.io) an early-stage startup, we reach out to our users as soon as they create their first project (we’re project management tool) and walk them through how they can get maximum bang for their buck quickly.

We believe this is important for any B2B SaaS company, but it’s even more important if you’re in your early days.

Earlier this year, we decided to write about a topic that people who might buy our product have problems with. Something they constantly think and worry about. And we knew one thing every product manager worried about is feature prioritization. So, we wrote about it and it was well received – generating plenty of shares (nearly 500!), eyeballs, and more importantly, conversions.

Naturally, we were excited. People were moving from our blog post to our website and converting! What marketer wouldn’t?!

But we didn’t have a good enough process to reach out to our new users and understand more about them. And that left us in the dark when it came to understanding why someone didn’t take a key action on our product. Fortunately, we were quick enough to realize and act fast. Today, we reach out to new users and guide them through our product.

Sure, everyone does that with onboarding emails.

But when we took a step back and looked at users as people, we saw them similar to tourists in a new city who knew what places to go and see (our features), but didn’t know how to get there. The more we treated them as people by having genuine conversations, the more they trusted us.

This has not only helped us improve key areas within marketing and improve our engagement in the app, but also find areas we can improve within the product itself.”

Vikash Koushik
Product Marketer
Zepel.io
When we took a step back and looked at users as people, we saw them similar to tourists in a new city who knew what places to go and see (our features), but didn’t know how to get there. Click To Tweet

Resonate with experimentation, practice, and repetition

It’s really easy to get lost in the tactical aspects when you’re doing marketing. Writing copy, creating assets, using your creativity to come up with ideas, even being open to finding inspiration all around you.

While the tactical can be fun and fulfilling, what really matters is that your message resonates with your audience. This type of resonance doesn’t just happen by accident. It takes experimentation, practice and repetition to figure out what resonates with your audience and what doesn’t.

Experimentation is obvious. You have to be deliberate in your efforts and know what your goal is before you start. Even better is if you start with a hypothesis of what you think will happen with your experiment.

Practice is about knowing that you’ll fail and need to learn by doing. Post-mortems where you review what happened (even if things went well) are key to improving every time you practice marketing. Don’t forget the critical step of reviewing what you did, what happened, and any lessons you can take from each attempt.

Repetition is key because that’s how you’ll scale. Once you find something that works with your audience, you want to run more experiments by repeating what you did that worked and improving each time.

Finding what resonates will help you know when you hit the mark with your marketing efforts, and when you didn’t. Experimentation, practice and repetition will help you find what resonates most.

Marie Prokopets
Co-Founder
FYI
Marie Prokopets
Finding what resonates will help you know when you hit the mark with your marketing efforts, and when you didn't. Experimentation, practice and repetition will help you find what resonates most. Click To Tweet

Stealing Words from Your Customers’ Mouths

“Marketing will often struggle going from a blank page —not knowing what to say— to having so much to talk about that it’s impossible to find focus. Both problems can be solved by going to the source: your customers.

It’s your customers you’re trying to connect with. So why not spend quality time talking to them and understanding more about their businesses?

Whenever I work with a new client, I always start by doing research. That includes a handful of one-on-one calls with their best customers. After you’re done talking to them, you’ll notice important trends around how they speak, what words they use, how they refer to themselves, how they describe their pains, challenges and your product.

Once you discover the common threads and what your customers describe as their biggest pains and benefits, you’ll find focus. You’ll know exactly what needs to go on the page, and what to leave out.

Now you are ready to open a new text doc and write a quick outline of what the page should say. Then, start copy-pasting actual quotes from your interviews to fill in the gaps. Part of the creative work is editing the quotes to increase impact and adding your own flavor to it. But you’ll be amazed at how much gold you’ll find in these recordings. Use that to write headlines, tag lines, product descriptions and even testimonials. No more fear of the blank page.

Follow this process to get the most out of your customer interviews:

  1. Email your top customers and ask them to join you on a quick 20-min call
  2. Record your conversation with them —ask them questions and let them do the talking
  3. Transcribe the recordings using Temi.com or Rev.com (for human-made transcripts)
  4. Organize the feedback into usable buckets: pains, objections, fears, benefits
  5. Start over for continuous marketing research”
Federico Jorge
SaaS LeadGen Copywriter
FedericoJorge.com
Once you discover the common threads and what your customers describe as their biggest pains and benefits, you’ll find focus. You’ll know exactly what needs to go on the blank page, and what to leave out. Click To Tweet
Pusheen on the Phone

Listen to your ideal customers and “steal” their words.

 

Part 2: Reaching Out to the Right People

Do Things That Don’t Scale

“When my co-founder, Elias Torres and I started Drift, there were over 5,000 other products in the marketing technology space. So we knew that the only way we stood a chance in such a crowded market was to do things that don’t scale.

People are always looking for the quick shortcut, the growth hack that is going to make you an immediate success. But building a business is all about building relationships. So from day one, we focused on that. We replied to every email, tweet and message. And it made all the difference because people knew that real people were out there listening.”

David Cancel
CEO
Drift
David Cancel
People are always looking for the quick shortcut, the growth hack that is going to make you an immediate success. But building a business is all about building relationships. Click To Tweet

If content marketing is inbound, and cold-calling and traditional advertising is outbound, what’s in between? Is that an odd question? It’s not one very many people ask. But when I think of my favorite way of reaching out to ideal customers and getting to know them in a meaningful way, neither of those more traditional avenues fill the bill.

My ‘hack’? It’s not a hack. It’s building a community around your product.

(Check out this 30-min. workshop on Forget The Funnel in which Nichole talks about building SaaS communities.)

Your ideal customers have so much in common – their challenges, their pain points, their goals. When you can bring people with so many of the same interests together, everyone benefits. And, when it’s in a more social setting, like Slack or Facebook groups, you learn a lot more about what your customers need, and what delights them.

For B2B especially, I think Slack communities are an incredible, untapped resource. Subscription-based businesses require strong customer relationships to prevent churn and increase customer lifetime value, and Slack is remarkably well-suited to creating exactly the kind of communities that sustain that high level of engagement.

Of course, nobody will join your community unless it’s A) useful, B) fun, and C) has a beneficial and enjoyable group of people. It’s your job to set the tone. Here are three steps you can take the lay the foundation of a community that gets you and your ideal clients together.

  • Define a ‘value proposition’ for your community. Why should people join? Don’t make it about you or your product – nobody wants to sign up for a sales channel. Maybe you’ll offer customer success how-to videos, guest experts, access to thought leaders, access to your own CEO, etc.
  • Ask what ‘experience’ you would like to build for your community. How do you want them to feel. What makes it enjoyable and rewarding for them?
  • Reach out to thought leaders in your industry and ask them to join your group and be active participants (either because they can benefit from sharing the same audience, or because you’re incentivizing them for their time – or both).
  • Make it clear to community members that, in addition to all the other benefits of joining the community, they can also get immediate, relevant help from the company as well as other users, and – this is where they can influence how the product evolves (making them feel heard and valued).

From a platform this strong, you can promote your content (within reason), get early feedback from highly-engaged customers to tailor product-market fit, collect qualitative data galore, and announce new features and opportunities to an enthusiastic audience.

That’s my preferred way to reach out to the right people. But there are so many other ways to build genuine, human-to-human relationships as a growth strategy.

Here are how these companies are doing it.

Strategic Partnerships

“One of the biggest hurdles to overcome as a start-up is that you don’t yet have a reputable name, or portfolio of impressive clients to show prospective customers. Word of mouth is incredible powerful in the B2B world and we knew we had to align ourselves with credible names quickly to get us off the ground. To do so, we asked ourselves a question: who is already selling to our perspective customers? Can we work with them to sell our solution? We formed partnerships with resellers and distributors who have many existing customer relationships in place already, so by working with them we were able to quickly access customers who were difficult to reach directly.

Alongside partners, we also focused on marketing and outbound sales strategies too. Digital marketing is vital for B2B success, and a tip for start-ups is to focus your SEO on your niche, rather than broad terms which will always be won over by big names. Even a couple of simple, focused pages will help you to be found by people looking for your solution.

And finally, sometimes you can’t beat some old fashioned prospecting. Whether it’s through calls, emails, letters, LinkedIn messages, make sure you use any and all means to proactively reach out to your customers! It may not be glamorous, but it works!”

Patsy Nearkhou
Digital Marketing
Talkative
We knew we had to align ourselves with credible names quickly to get us off the ground. To do so, we asked ourselves a question: who is already selling to our perspective customers? Can we work with them to sell our solution? Click To Tweet
6 reasons you should consider being a dog

Form partnerships to help sell your solution.

Customer Empathy

As a marketer, you need to see through your customer’s eyes. To live and breathe their stories as if they were your own. To know what they care about, what their problems are, what brings them joy and what frustrates them to no end.

This should be the fuel for your creativity. The soul behind each task you do.

Every word of copy you write, every asset you create and every marketing activity you do should be centered around an empathetic understanding of the customer.

How do you develop this deep understanding and resonance with your customers? You get your hands on as much research about them as you can – either from other parts of the company (Product, Customer Success) or by doing it yourself. User testing marketing pages and launch announcements. Doing competitive analysis to understand your customer better. Interviewing your customers. Whatever you can do to get closer to the customer will pay off tenfold.

The more you hone this skill, the better you’ll see your marketing initiatives perform. You’ll see better analytics on your marketing site. More views and shares of your blog posts. Better rankings in search results. Higher engagement.

The more you hold your customer in mind through empathetic marketing, the more you’ll accomplish. And the more fun you’ll have along the way.

Marie Prokopets
Co-Founder
FYI
Marie Prokopets

Customer Experience

Marketing is about people, first.

Everything you do in marketing starts with people. The people who see your ads, ones who visit your website, those on your email list, people who sign up for your product and of course the people who buy from you.

B2B marketing is about doing everything you can across your customer journey to attract, delight and retain people. The best way to accomplish that is to think deeply about these people’s experience and the part of the journey they are in.

You’ll discover the best message for them when you take every piece of marketing you are doing, step in people’s shoes and think about the copy, layout and imagery through their eyes.

Read the words out loud and think about how your audience will react to the message. This is one of the best ways to figure out the most compelling message you can use across the entire customer journey.

Hiten Shah
Co-Founder
FYI
Hiten Shah
B2B marketing is about doing everything you can across your customer journey to attract, delight and retain people. Click To Tweet

Expert Programs

“One of the first things I look at when I’m auditing a business is if they have an opportunity for an expert program. Experts are those ‘power-users’ who can help setup new customers on your platform. It’s a no-brainer in B2C SaaS and yet so few companies are doing it.

The fact is your new customers LOVE your product and want to get setup as quickly as possible. They want to make the most of their monthly investment. And they’re telling your customer support team about it.

The problem is that your team can’t do that kind of deep support and keep up with the growing number of customers. You want to do real customer SUCCESS… but how do you and your teams stay focused on your core competencies while scaling customer success without bursting at the seams?

When you have an expert program in place that scales easily, supports your CS team, and benefits your customers long term, that’s where the growth happens. Customer satisfaction goes up and tickets in your queue go down.

Leads are generated on a rolling basis and they easily become paying accounts. Monthly accounts turn into totally satisfied annual accounts and retention is increased.”

Val Geisler
Conversion and Churn Strategist
valgeisler.com
When you have an expert program in place that scales easily, supports your CS team, and benefits your customers long term, that’s where the growth happens. Customer satisfaction goes up and tickets in your queue go down. Click To Tweet

Promoters

“One of my favorite B2B SaaS marketing strategies is one of the most straightforward, easily implemented and overlooked.

It’s super simple: Reach out to your happiest customers (promotors) and ask them to review your product on Capterra, G2crowd or the review sites where your best-fit customers are.

The most recent “real-world” example I’ve seen of this is Appcues (full disclosure, Appcues is a client of mine). Senior Product Marketing Manager, Ali Haris, set out to get 10 reviews last quarter. Just by asking their happiest customers, found that more than expected were happy to share their experience. With little effort they received 30 reviews with just a couple of hours spent per week.

It’s easy to overlook the amount of value these reviews will yield over time. Not only with they help potential customers discover Appcues, but they’ll help those who are already well into their evaluation of the tool, tip over the fence to buy. It’s one of those marketing strategies that has the potential to positively impact customers at every phase of your customer journey; Mobilizing your engaged and loyal customers to become one of the most effective drivers of growth.”

Georgiana Laudi
SaaS Marketing & Growth Advisor
A Better CX
Reach out to your happiest customers (promotors) and ask them to review your product on Capterra, G2crowd or the review sites where your best-fit customers are. Click To Tweet

Success Stories

“As marketers, we can tell people about the potential benefits of a product or service all day long—or, we can actually show them the good we helped others build by leveraging our customers and their success stories.

Customers know what the value of our product/service is better than we do, because they are the ones putting it to work. At Hotjar, we like to run informal interviews with our customers to find out as many details as we can about how our tool fits in their everyday work schedule. And each time we invariably discover at least one interesting story that would make for enjoyable and useful reading—for example, we wrote an entire guide to market research after an in-depth conversation with one of our customers who shared their step-by-step process so other people can simply follow it.

Warning: you need to practice your empathy muscles and facilitate the conversation so it’s not self-serving, and then translate it into broader terms that can inspire and help others. Our mission should be to educate, be helpful, and make sure that people leave each piece of content with the inspiration and/or ability to do something they couldn’t before.”

Dr. Fio Dossetto
Content Marketer
Hotjar
As marketers, we can tell people about the potential benefits of a product or service all day long—or, we can actually show them the good we helped others build by leveraging our customers and their success stories. Click To Tweet

Success! Going up!

 

Building Genuine Relationships

“I’ve been lucky enough to interview some of the world’s top B2B marketers for Quuu’s podcast and they all say that the best marketing strategy is to build genuine relationships.

I’ve seen this work firsthand at Quuu. When Daniel Kempe and Matthew Spurr started Quuu, they knew that one of the most effective ways to get people using it was through word of mouth. So they gave influential figures in the marketing / tech industries free access to both Quuu and Quuu Promote, in exchange for supporting and mentioning Quuu when appropriate.

Not only did this ensure us a bank of high quality content, since these influencers submitted their blog posts to Quuu Promote for our Quuu users to share, but it also meant we were able to reach the right audience for our product. We’ve kept on nurturing these relationships and I would say it’s been essential to Quuu’s growth.

What’s really important is that this publicity doesn’t feel forced – our ‘Quuurators’ actually use our product and see the value of it, so it’s natural for them to mention us if, for example, they’re writing a roundup of content marketing tools for a big publication.

In B2B, you can’t lose sight of the fact that you’re still selling to humans – people with emotions, fears, doubts, etc. You need to build trust, and having people your customers admire recommending your product is a really effective way to do this.”

Lucia Fontaina-Powell
Community Marketing Manager & Freelance Copywriter
Quuu
In B2B, you can't lose sight of the fact that you're still selling to humans - people with emotions, fears, doubts, etc. You need to build trust, and having customers recommending your product is a an effective way to do this. Click To Tweet

Integrations

“When doing your customer research, ask your customers what kinds of tools they use. What’s in their stack? What do they open everyday? What other tools do they live in?

The reason I always add this question during my customer research and development process is because integrations (along with partnerships and business development) are an incredible growth channel, and it’s one not many marketers think about.

It’s definitely a conversation for both marketing and product, but if there’s clear demand and fit for an integration between your product and another, you might find that growth improves across the entire funnel — from acquisition to activation to retention.

Plus, when building integrations or even exploring the possibility of an integration with another company, you can build and form relationships with their teams. This opens the door for co-marketing opportunities like guest blogging, featuring each other on your integrations and strategic partnership pages, hosting virtual events together, attending conferences together, and so much more.

If it fits your product’s model and makes sense for your market, I’d definitely consider it — especially if your prospects are a little harder to reach.”

Asia Matos
Go-to-Market Strategist for Startups
DemandMaven
If there’s clear demand and fit for an integration between your product and another, you might find that growth improves across the entire funnel — from acquisition to activation to retention. Click To Tweet

Part 3: Growth Culture & Mindset

So much of successful B2B SaaS Marketing is the result of cultivating a culture of growth and a mindset that makes testing and optimizing integral to every process.

One roadblock to achieving a Growth Culture that I see far too often is when teams dig out their trenches and never cross over to see what the other side is doing. I’m not just talking about data silos, where information that should be shared is kept by a chosen few. I’m also talking about a sort of territorial unwillingness to collaborate freely. This is my turf, that’s your turf, stay on your side and don’t bother me!

I’ve said it before and I’ll say it again: Growth depends on a free flow of information, especially between Customer Success, Customer Service and Product Development. This is a lot harder to achieve than it sounds, because each of these departments usually has its own set of KPIs to meet. And, sometimes they conflict.

Consider the onboarding user flow.

From a Product perspective, there are milestone actions customers need to complete to finish the onboarding process.

From a Customer Success perspective, there are success milestones, like “time to first value” (when the customer sees real-world value from using the product) that are vital to retention.

From a Customer Service perspective, they’re on the line to bridge the (often unnecessary) success gaps, when the customer can’t figure out how to achieve success with the product.

When you bring these three groups of people together – the ones who build the product, the ones who ensure customers succeed with the product, and the ones who troubleshoot when the process breaks down – in one room, magic happens.

They can solve problems. They can build an onboarding flow that bridges success gaps, and gets the customer from point A to point Z.

Of course, I don’t mean that collaboration should only happen for user onboarding! Collaboration between teams should be a daily, ongoing part of the process. Everyone should have access to user stats (and know what they mean). Insights, not just ‘fix-it’ tickets, should flow from Customer Service to Product and Customer Success. And, all parties need to be aware of putting undue burden on the other teams (yes, product tends to get buried in requests – let’s lighten their load, okay?).

Team work shouldn’t just happen within teams, but between teams.

And with that, let’s look at how other companies are cultivating growth cultures.

Product-Led Growth Hacks

At MobileMonkey (an official Facebook Messenger Marketing platform) our most successful “marketing strategies” have all been “product-led”.

This means that marketing and product teams collaborated on building features that were not only cool for our users, but that also through some genius hack, would also result in opening a floodgate of new users.

For example early on we changed our pricing to include a “forever free” version of our chatbot, rather than only offering a free trial. 

This dramatically increased our user adoption because it let everyone have enough time to learn about the features and functions of the product and not be subjected to some arbitrary 7 or 30-day free trial period. 

Another thing we did was simply to re-package some of our software as a WordPress chatbot plug-in – the modest 2-month effort generated thousands of more sign ups!

At a high level, Product-Led Growth means your marketers need to think like product people and vice versa.

Larry Kim
CEO
MobileMonkey, Inc.
Larry Kim

Smarter Tracking + Clearer Focus = Better Growth

“Most businesses start marketing right away, only later to begin to setup their sales and marketing dashboards, sign up for tools like Mixpanel or Amplitude and start to narrow in on what to they could be tracking better.

The idea of wanting to make smarter business decisions based on data insights is the right approach. However, without first defining the metrics that matter most, how are you going to know if your marketing activities are actually contributing to growth vs have you constantly juggle marketing activities and spinning in place?

One of the best ways to implement a more focused, and strategic, marketing approach is to know what you want to track before kicking things off.

When working with clients we [Inturact] start with a simple framework called SaaS actionable metrics, or AARRRR metrics. They consist of:

  • Acquisition
  • Activation
  • Retention
  • Referral
  • Revenue

These actionable metrics help you to clearly define the most important metrics and better understand your customers, so you can market (and build) your product more effectively.

With this approach you will properly define the most important growth metrics BEFORE kicking off your next marketing campaign. Hone in on what matters most and start focusing your efforts on strategies that actually contribute to growth.”

Trevor Hatfield
B2B SaaS Consultant & Founder
Inturact
SaaS actionable metrics help you to clearly define the most important metrics and better understand your customers, so you can market (and build) your product more effectively. Click To Tweet

Build a Company Growth Culture

“SaaS business is all about the customer experience and directly depends on information. The faster you’re able to discover what does and doesn’t work, the faster you’ll grow your business.

At SEMrush, we test everything. Headline ideas, images, advertising targeting models, pricing algorithms and more. We want to figure out which of these ideas work for us and which don’t.

For example, say we want to determine which marketing efforts are really paying off for our SaaS company. So, we experiment to determine the variables that drive more customers, to understand what content is the most relevant or how to convert visitors into buyers. We know that the real magic happens while we’re learning from each test. Such data allows us to determine the baseline, our winning ideas, and losers.

Experimentation is our engine to move forward and accelerate growth.”

Elena Korotkova
Product Marketing
SEMrush
Elena
SaaS business is all about the customer experience and directly depends on information. The faster you’re able to discover what does and doesn’t work, the faster you’ll grow your business. Click To Tweet

Make Experimentation Your Operating System

“I never want to lead with any specific tactics, because I think context is almost everything, and what works really well for one company is often not optimal for another (even in the same industry). In addition, we’re all at different stages of growth, so some tactics in the beginning stages may be impactful but costly in time, whereas with scale we can focus on shifting resource costs to money rather than time.

In any case, I don’t think you can go wrong if you make experimentation your operating system. If you start by asking questions rather than applying “best practices” or even well-thought-out theories, I think you’ll find the answers are more effective than the stock answers given by most blog posts and conference talks. Instead of closing ourselves off from potential ideas and trying to fit a square peg in a round hole, we can design experiments to unlock innovative solutions, and we can use data to inform our tactical endeavors.

I think this is becoming a more approach with B2B marketers today, and it’s definitely popular in the B2C startup space. But we can move beyond A/B tests and treat almost everything we do as some sort of experiment, and then the learnings and results compound over time (plus, we don’t have to constantly rely on copying competitors, chasing stale tactics, or implementing best practices as a default). “

Alex Birkett
Growth
HubSpot
Make experimentation your operating system. Start by asking questions rather than applying best practices. The answers are more effective than the stock answers given by most blog posts and conference talks. Click To Tweet
Pusheen as Sherlock Holmes

Make experimentation your operating system.

 

Part 4: In the end, it’s all about knowing your customer

Several responses for this round-up were along the lines of “understand your customer really really well.” I did not include them here, because that’s not a strategy. Rather, it’s the foundation of every strategy. Everything I do begins with substantial customer research.

So I want to end with my own favorite strategy of creating accurate personas that can effectively form the backbone of every marketing strategy and tactic you employ, from your value prop to your content calendar, and everything in between.

An accurate buyer persona helps in a few ways:

  • It provides an easily identifiable reference that helps teams align and stay focused on what really matters to the target customer.
  • For individual content creators, having a ‘one reader’ (who represents all the readers) makes it simpler to choose which content to produce, how to write it, and how/where to distribute it.

How to make a persona for better content (and better decisions in general) using predictive personas

Here’s the thing: you can do your research, talk to your customers, find out their goals, dreams, ideal outcomes, current challenges, and which parts of their ‘jobs to be done’ make them want to pull out their hair.

And you can compile all of that research, slap a stock photo on top, and give it a name.

What you’ll have, really, is just a description of your current customers, which is still very useful for giving your entire company a solid understanding of your customer. But it’s not an actionable persona for marketing unless you can do this:

Can you use your customer description to find 10 people, 9 of whom will absolutely buy your product?

If you can, then you have a predictive persona you can use to align your teams AND use for product dev and marketing decisions. Including content marketing and distribution.

In her article on persona creation, Laura Klein, Principal at Users Know describes it perfectly:

If you can create a predictive persona, it means you truly know not just what your users are like, but the exact factors that make it likely that a person will become and remain a happy customer.

Predictive Personas

Use predictive personas.

If you can create a predictive persona, it means you truly know not just what your users are like, but the exact factors that make it likely that a person will become and remain a happy customer. Click To Tweet

How can you elevate your persona from a descriptor to a predictor?

Research, describe – then verify.

It’s the step most marketers miss: to go out and find people who you think fit your customer description and check your work.

Take the information you’ve already gathered about your customer and create a hypothetical persona. Then test it in real life. Here’s how:

  1. Consolidate your user research into a customer description that matches the majority of your *best* users/customers. (Who are your best customers? Look at your NPS scores, qualitative data, etc. They’re not necessarily the ones that have been around the longest but the ones who *love* your product and advocate it to their friends.)
  2. Make a shorter list of key characteristics to go for that include what problems your users most frequently (and urgently) need to solve. Think behaviors, needs and goals, not just demographics.
  3. Recruit 10 people who fit that description, who are not your users, to help you with your research.
  4. Try to get them to buy your product. For real. If it works, then you’ve proven that you have a clear understanding of your users’ needs, goals, wants and problems – and that is information you can act on. If it doesn’t, revise your hypothesis and try again.

Have we missed an acquisition strategy that’s succeeded for you?

I’d love to hear your best tips and real-world experiences! Tell me your story in the comments, especially if you’ve got a case study.


Work with Nichole for your B2B SaaS startup

B2B, Customer Development, Customer Experience, Customer Success, Growth Hacking, Product Management, SaaS

There is no better “growth hack” for B2B SaaS than talking with your customers.

B2B SaaS Growth Hacks

Not just when you’re developing or marketing a product, but through every stage of the customer lifecycle.

It sounds simple — but it’s not easy: talking with your customers through every stage of the customer lifecycle.

There’s been a lot said about the value of talking to your customers before you build the product to ensure market fit, but very little said about continuing the conversation past marketing and past the sale.

Why do I know talking with your customer is *the* very best predictor of, and contributor to, SaaS business growth? Because creating a constant flow of customer feedback, input, and conversation makes Customer Experience (CX) better.

Multiple studies show that CX leads to revenue growth.

CX Drives Sales

CX also drives brand advocacy (aka. word of mouth), creating a virtual sales army, which leads to:

Decreased cost-to-acquire.

“Customers with the best past experiences spend 140% more than those with the poorest past experiences.” — Harvard Business Review

Increased customer lifetime value.

“Customers with the best past experiences have a 74% chance of remaining a member for at least another year.” — Harvard Business Review

Plus, qualitative customer research leads to making data-informed decisions that streamline product management, ensure customer success, and make marketing and sales far more efficient.

In short, as Laura Klein, author, VP of product, and co-founder of Users Know says,

“User research saves time. Period. When you actually understand what your user needs before you build things, you have a much lower chance of having to go back and rebuild everything after shipping something that nobody uses.”

But what does “talking with your customer” really mean?

It’s not like you’re inviting them over for tea and cookies every week for a casual catch-up (though that would be awesome, and you should do that and invite me).

When we say “talk to your customers,” or “listen to your customers,” I usually mean getting on the phone with them (or better, meeting up with them in person). But, it can also mean sending surveys that include long-form response fields, or building quicker in-app surveys into your roadmap to uncover moments of friction.

And, of course, if you’re earlier in your business, there’s the Lean approach of interviewing dozens of target customers in person and over the phone — groundwork that helps founders (and product developers and marketers) form better hypotheses around what will deliver the best product-market fit.

There’s also user testing.

These are all valid ways of listening to your customers. But I’d like to advocate for doing all of these things and going several steps further. I’m talking about combining all of the above and adding genuine conversations to the mix.

It’s just not input. It’s just not feedback. It’s getting to know your customers as human beings and building relationships with them that drive positive CX far more powerfully than any of these elements could do alone.

So much has been written about interviewing customers prior to developing products that I’d like to focus on how to keep communication lines open after the launch, after customer acquisition, starting with onboarding.

Track more than actions, during and after onboarding

Customer Success + Product Management

(This is a chart I created for: “Product Managers: Why You Should Include Customer Success Milestones in Your User Flow”)

The first key to ensuring communication stays clear and open is to observe your customers. We communicate far more by our actions than we do verbally, and tracking the actions of your customers, especially (but not limited to) during onboarding can tell you the truths you need to hear.

Tracking customer behavior during onboarding and throughout product use allows you to see:

  • Time to first value (how long is it taking?)
  • Where customers run into trouble and need tech support
  • When customers typically need Customer Success help to reach their desired outcomes
  • Which customers reach their success milestones (the points in their user journeys where they see real progress towards their ideal outcomes)
  • And which customers don’t reach their success milestones

Yes, you want to track how well your customers accomplish the required tasks outlined in your User Flow, but usually, tracking stops there. If they press the right buttons at the right times, if they input the requested information, if they log in relatively regularly, it’s easy to assume customers are happily using your product.

But that’s not always the case. There may be ‘success gaps’ you can’t see that are causing churn. FYI: A ‘success gap’ is “the gap between what you think represents the customers’ successful use of your product and what they think equates to success,” according to Lincoln Murphy.

This is where aptly timed in-app surveys come in handy, which I’ll get to in the next section.

Tools that can help:

  • Appcues for onboarding
  • Intercom for targeted in-app messaging
  • Segment for easily managing your tools without dev

Check in with event trigger-based surveys

While you’re tracking user behaviors, successes and failures, you’ll also want to check in with your users in an unobtrusive way to get their feedback at specific points in their user journeys.

For example, if you identify a page or prompt during onboarding that tends to ‘lose’ people, have a trigger-based in-app AI chatbot pop up and offer to clarify, or transfer them to an agent. (This, incidentally, would have saved my relationship with more than one app! If you hit a ‘wall’ during onboarding, the odds of completing the process and becoming a successful customer are terrible — unless you get timely help).

You can set up event trigger-based surveys to deploy when users spend too much time on a page, ‘click away’ before completing the action, or when they’ve been ‘dormant’ (not logging in) for a while.

By giving customers opportunities to tell you they’re confused, are experiencing failure, aren’t getting the results they’d hoped for, or are suffering from a lack of time/motivation/technical skills etc., you will know who is really at risk of churning in time to save them, and really impress them with your customer service skills.

Finding friction with customer effort scores

Another place where checking in with your customer can really pay off is after the onboarding sequence is complete. It’s a perfect time to ask “How difficult was this?” (aka. A Customer Effort Score survey). The easier a process is, the less friction people experience, and the more likely they will be to complete your desired actions and reach their desired outcomes.

Then, after your new user has had a chance to put your product to work, you should send out a Net Promoter Score survey (NPS) to find out how they *really* feel about your product. Do they like it enough to recommend it to a friend or colleague? That’s an excellent indicator of how well they’re succeeding. And be sure to send an NPS follow-up question to understand the why behind the score.

Tools that can help:

Wootric: For these types of in-app surveys, I recommend Wootric. Their dashboard makes it very easy to understand what you’re seeing, and they do great work with extrapolating insights from qualitative data questions too.

Wootric

The Game Changer: Have real conversations in your community

Tracking what customers do and asking them what they think at strategic points is a very good start; the trouble is, that’s where most B2B SaaS companies begin and end. But B2B SaaS businesses are subscription-based. They’re in this for the long-haul. They depend on customers sticking around (customer lifetime value! retention!).

And that means you also have to build relationships with your customers.

This is why I so strongly advocate that B2B SaaS companies build social communities around their products. It’s an opportunity to relate to your customers as people.

The bonuses are many. B2B SaaS product communities give you:

  • An on-tap resource of customers who are delighted to answer your questions and give you real-time feedback on everything you do
  • A straight line to your most engaged customers
  • A real-time capability of helping customers in trouble and creating delightful experiences for them, on a public forum, with everyone else watching (warm fuzzies all around!)
  • An opportunity to cultivate a culture around your brand and a genuine community
  • And… it’s possible — ZERO churn!

The most important thing to remember about building a community is that it’s not a one-sided arrangement. This isn’t a place for you to ‘shout into the void’, post blog posts nobody reads, try to ‘sell’ or advertise. It’s a place where you and your customers can come together around your common interests. Human to human.

Tools that can help:

  • Facebook
  • Slack
  • Your social community of choice!

Bring it all together now!

When you are tracking user behavior in your product, identifying predictive patterns of behaviors/successes/failures, locating trouble-spots and offering timely help, checking in with surveys to ask your customers what they think — in their own words and with numerical ratings, AND forging human-to-human relationships in the casual setting of social media groups, you’ll see a few things happen…

Customer Happiness

  • Your referrals will skyrocket as more customers achieve success
  • Your retention rates will go through the roof
  • Your acquisition and product development spend with become more efficient (as you target the right prospects, and use customer feedback to guide your iterations)
  • And you will grow — fast

Are you ready for that?

💗 Check out Nichole’s Services for B2B SaaS startups 💗

Customer Development, Customer Success, Language-Market Fit, SaaS

5 steps to rock your value prop for B2B SaaS customer success

5-steps-to-rock-your-value

Use qualitative data to uncover language-market fit

When the right words appear in front of the right people, it’s like the copy from your page joins a conversation already happening in the minds of your prospects. It becomes a dialogue of “I wish I had this” and “Do you wish you had this? Let me show you how you can get it.” The conversation continues from there, sometimes with other people, like user reviewers, chiming in just at the right moment. Sometimes with your marketer sending an email that is so perfectly timed your prospects wonder if you’re reading their minds.

In this conversation, your job is to convey a simple message of the value you have to offer. But, crafting that message is anything but simple. It all starts with…

Customer Success

Customer Success is a complete customer-lifecycle process that helps customers achieve success – whatever success means for them in the real world – with your B2B SaaS so that you can decrease churn, increase revenue, and create an exponentially increasing mountain of new sales. 

I’m not over-promising. When you nail Customer Success, those are the results.

This process begins with qualitative data research: Real feedback from real users. This research can help you form a unique value proposition to attract your ideal customers from the very beginning so that you (and they) can start achieving Customer Success, and all of the results that come with it.

Qualitative Data Research

At best, analytics can tell you what is happening, but they can never tell you exactly why. They can tell you a channel is underperforming or a page has a high bounce rate but those are symptoms, and you can either guess at the root causes or you can conduct qualitative research to get meaningful answers. When you’re investing time and money into growing a business, guessing becomes expensive. Running A/B tests or trying new things based on your own intuition or your team’s brainstorming without getting outside of the building is an easy way to waste time and money. 

In fact, this is how many startups fail – or make fools of themselves. Remember the fiasco when iTunes gave everyone a U2 album?

When you try to guess what to improve upon or how to fix what’s wrong, it’s not just that you might waste time getting to what ultimately works, it’s that you might not ever make the change that really matters. As people, we’re great at coming up with options and ideas based on the combination of things we “see” or understand, but we’re not good at identifying the factors that may be completely off our radar. 

As Donald Rumsfeld famously said, we’re not good at dealing with the “unknown unknowns.” Unfortunately, it can often be those unknown unknowns that are holding back Customer Success. And we’d never get to the answers ourselves. Unlike Sherlock Holmes, we usually can’t identify the dog that’s not barking. So research isn’t just about speeding up the process of finding wins—it’s essential to finding them in the first place.

Qualitative research breaks down into a few key buckets: surveying, interviewing and observing, and inbound analysis. 

Let’s Get Started

Here’s five steps you can use to gather, analyze and utilize qualitative research to continually improve your language —and ultimately rock your value prop:

5 Steps

  1. Identify your ideal customer
  2. Gather qualitative data from existing and potential customers
  3. Form a unique value proposition to begin establishing language-market fit
  4. Update and test your language
  5. Monitor

1. Identify your ideal customer

Most B2B SaaS companies don’t want to narrow their focus to an ideal customer, but this is critical. After all, how do you know what kind of language to use if you don’t have a clear picture of who you’re talking to? 

Think you can write a sales page that appeals to everyone? Think again. Copywriters know that effective copy, the copy that converts into action, must be highly targeted on just one persona (or, at most, two – but they don’t recommend it!).

You can start identifying your ideal customer based on Lincoln Murphy’s Ideal Customer Profile Framework.

2. Gather qualitative data from current and potential customers.

Once you’ve identified your ideal customer, you need to determine how the market perceives their problems and your product through the language that you’re currently using on your website and marketing materials. 

After all, language is the foundation of growth.

Here are four methods you can use to accomplish this:

  1. Surveys
  2. Interviews
  3. Observation
  4. Inbound Customer Feedback

Surveys

 This is pretty straightforward. Implement regular surveying of both website visitors and customer segments via onsite and email-based surveys. These include product/market fit, customer satisfaction, net promoter scores, demographic/psychographic profiles, product features and more. 

Why you should talk with “qualified noes”

Onsite surveying is great, but you can also end up getting feedback from people who aren’t your customers – ie. unqualified leads. This is not the feedback you want. Instead, focus on surveying the “qualified noes” (the people who are qualified but decided against buying anyway.) These are the people that can unlock real insights to improve your customer acquisition efforts.

There are two parts to talking to qualified noes: part one is asking your questions within the context of the right parts of the user experience to talk to qualified visitors; part two is asking the right questions. 

The right questions at the right time

You want to ask people who just bought what convinced them to buy, and people who abandoned at the last minute why they changed their mind. 

Custom surveys via email are another important part of qualitative feedback. Ideally you have a regular survey that goes out to your user base on an interval—say every quarter—that asks the same set of questions about overall satisfaction, demographic data and more. This helps you understand if your product is improving or not, and how your user base is evolving. 

Pre-launch Surveys

In addition to regular surveys, you should survey your customers occasionally about new features or initiatives you’re thinking of launching. These can be stand alone, one-off surveys sent from time to time.

Targeting these to the right people is essential to get meaningful feedback.

For instance you don’t want to send new product feature surveys to users who haven’t logged in recently – if they don’t care about your old features, they aren’t likely to invest interest in the new ones. 

You can get a lot more detail about how to survey users in Qualaroo’s Marketer’s Guide to Surveying Users.

Surveys are great for aggregate qualitative data, but they often only collect data around the issues you think are important—after all your team is writing the questions. So they are not always the best at getting to unknown unknowns. Free-form fields can help here, but they’re not as good as interviews and observing users. 

Interviews

Interviews, such as those done in usability studies, ethnographic research and customer development provide a much richer profile of users. They also help uncover unknown opportunities and issues. The key to interviews is to ensure you’re not leading the interviewee, and are able to elicit the insights and information you’re looking for. Interviewing is a skill, and whether it’s for usability research or customer development, knowing the right questions to ask and being able to put subjects at ease are critical to making the sessions valuable. 

Ash Mayura does a great job of outlining the specifics to customer development issues in Running Lean and includes a specific format and question recommendations to help you get the most out of the interviews. Of course it’s critical that you’re interviewing the right types of people—people who are like the customers you are trying to attract or retain.

Observation

Beyond interviews, observation can be really valuable as well. Especially when it comes to usability it studies and ethnographic research, simply watching people interact with your product or service is highly instructive. You can do this remotely, with tools like UserTesting.com and Inspectlet, or you can do it in-person with some of the user testing studies outlined in Don’t Make Me Think by Steve Krug. 

Ethnographic research has you observing users in their actual environment with your product. Watching someone work all day and then pick up their phone to use your app, or login to your service while trying to manage their leads, etc. is an incredibly illuminating experience that not only provides great context to understand how your users think about and use your product in relation to the rest of their lives, but it also creates a great deal of user empathy which is essential in creating new features, campaigns, etc. 

Inbound Customer Feedback

Combining these individual deep dives with other qualitative feedback can help provide context to results and analytics data. All of this is proactive research led by the organization, but you also have a great deal of qualitative inbound data that you can take advantage of.

Complaints, support tickets, phone calls, posts on social media, reviews and chat logs are all founts of qualitative data that can be mined for insights. They can be structured, through tools like UserVoice, or they can be mined from unstructured data like support logs or Twitter mentions. 

While most inbound customer feedback is simply used to manage complaints and triage issues, the growth team can use this feedback to find new opportunities for features and campaigns that can lead to growth. One of my favorite examples of this is from Bryan Eisenberg, who likes to show how different the language is in e-commerce product descriptions and the consumer reviews of the same product. By mining these reviews, e-commerce companies can find inspiration for everything from ad and landing page copy to new marketing channels to pursue.

User research is an important and rich area of opportunity for businesses. Most of the opportunity is squandered by a lack of action. As usability expert Jakob Nielsen said, even talking to just five users can lead to big insights and wins. By combining surveys, interviews, observations, and analysis of inbound customer feedback, growth teams can find brand new opportunities that can lead to big wins for their business.

3. Form a unique value proposition to begin establishing language-market fit.

As pointed out by Peep Laja on ConversionXL, your value proposition is the number-one thing you need to get right — and to test. It is a promise of the value to be delivered to the customer. It should be in the language of the customer and should join the conversation that’s already taking place.

To do this, you first have to understand what your customer needs (and what they’d like to gain), what their jobs are, and what their biggest pain points are. Don’t try to guess – use qualitative data gained from interviews and surveys of your ideal customers.

Then, look at what your product does, what benefits/gains it offers, and what pain points it relieves.

Where the two lists intersect is where you have problem/solution fit. And each “fit” becomes an ingredient of your value proposition.

Use this value proposition worksheet or Strategyzer’s value proposition canvas to get started. (I highly recommend the Value Proposition Design book, I run through questions from it with all my clients.)

value-prop-canvas

Of course, when filling out the value proposition canvas, you’ll have to condense your users’ answers in order to make a list to compare and contrast with what your product offers. But don’t throw away the complete responses from your interviewees. This chart will help you find problem/solution fit (aka. product/market fit) and let you know exactly which benefits to highlight for your audience, but it won’t tell you which words to use that fit your audience.

Your audience already has.

Within the responses your interviewees give you are perfect little sound bites, snippets of sentences, or possible full paragraphs, that precisely express – in the raw language of your users – what your customers need, want and fear. Use these sound bites as they are (correcting only grammar and punctuation if necessary) in your copy.

When your copy – even your value proposition – captures the diction, tone, and feel of your target audience, they’ll recognize it as quickly as you recognize your own signature on a check. And it will speak to them.

4. Update and test your language.

Now that you’ve collected your qualitative data and put it to use in a working value proposition, it’s time to update the language on your landing pages. 

You’ll need to continue to test your value proposition, so form a hypothesis for an A/B test and start testing to determine which variation has a greater positive impact on Customer Success metrics.

A/B testing may be simple, but it’s powerful. Much like the observation technique of gathering qualitative data, a good A/B test measures the real-world behavior of your customers.

Which metrics to look at depends on your goal. Is it lowering Cost to Acquire a new customer (CAC)? Is it monthly recurring revenue, or annual recurring revenue? Is it retaining customers after a typical “drop-off” point in your onboarding process?

Once you’ve chosen a metric and have a hypothesis – which can be as simple as “I think the new language will increase conversions on this page by 25%” – set up an A/B test to find out if you’re meeting your goal. If not, make one change and try again.

You may find that the issue isn’t your language but its presentation, so if you are confident in your value proposition and your on-page copy, you might try having your web design team change the placement of the text, the font, the color, etc. Don’t make lots of changes all at once, unless the page is brand new or severely underperforming. You need a benchmark to compare the new with the old.

5. Monitor 

The problem with A/B testing is that it doesn’t tell you why you’re getting the results you are, which is where qualitative data comes into play yet again. Once you’ve noticed that version B actually performs worse than version A, you can use on-page open-ended survey questions, or interviews, or any of the other qualitative data gathering methods to ask your customers “Hey, what about this page isn’t working for you?”

Then, iterate based on their responses and repeat the A/B testing cycle until you’ve optimized your value prop, or page, or onboarding process for customer success.

Conclusion

Qualitative data is at the heart of Customer Success initiatives – after all, how can you help customers achieve their successes unless you’ve first asked them what they are. With the foundation of insights ‘straight from the horse’s mouth’ you can build an empire.

  1. Identify your ideal customer.
  2. Gather qualitative data through the use of surveys, interviews, observation, and inbound customer feedback to validate your language.
  3. Use the Value Proposition Canvas to form your initial value proposition.
  4. Update and test the language on your site.
  5. Monitor.

💗 Check out Nichole’s services for B2B SaaS startups 💗

Customer Development, Customer Experience, Product Management, SaaS

How to Tackle the #1 Problem Product Teams Face: Customer Feedback

What’s your biggest problem as a Product Dev professional? Too many demands and not enough time? Limited resources? Oddly enough, none of those topped the list for Hiten Shah’s crowd.

Hiten Shah (of KISSmetrics, Crazy Egg, and Quick Sprout fame) recently wrote in his newsletter that “the problems people have on Product teams fall into two main categories: Customer Feedback and Alignment.” This conclusion came after Hiten asked his readers to share their biggest product problems, and in more than 100 replies, those two themes emerged as the leaders.

Wootric helps customers gather, organize, categorize and analyze customer feedback – at volume – every day. And we’ve got a few insights into how Product teams can solve the issues that come with customer-centricity – while improving alignment at the same time.

Let’s go through the problems real Product professionals sent Hiten Shah point by point.

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Customer Development, Customer Success, Product Management, SaaS

How Product Experts Use Qualitative Data for Roadmap Planning

Wouldn’t it be great to get customer feedback before there are even customers so you know what new features and products to prioritize?

Yes, we’re talking about gathering feedback from customers who don’t yet exist, for a product that doesn’t yet exist, to create a product that will perform better, sell better, and get rave reviews.

And it’s possible.

It’s just the opposite way Product dev usually works.

The usual way: When evaluating a new product, usually you present the product, a minimum version of the product, or a beta version of the product, to a group of users (or beta testers) and listen to their feedback (qualitative data) and look at their behaviors (behavioral analytics) to see where you’ve succeeded, and where you still need to pick out the bugs. But on brand new features and products that aren’t launched, knowing that customers want and need most is educated guesswork. A series of hypotheses and trials.

We’re going to show you how to leverage qualitative data to build better hypotheses to reach successful new products and features faster.

How can you leverage qualitative data when the product or feature doesn’t exist yet?

You have to talk to customers who don’t exist yet.

Seriously.

When preparing to create a new product or feature, your first task is to speak with potential future customers – people who are a good fit for the solution you’re thinking of building. If you have an existing user base and are planning to introduce a new feature, you can start there by finding groups of people whom you think are likely to need it.

Your goal is to check your assumptions against their real, qualitative feedback – and there is nothing like a two-sided conversation for gaining insights you’d never expect. Schedule calls with at least a dozen people you think will be a good fit, and ask:

  1. What goals, inside and outside of work, are you hoping to accomplish today, this week, and this year?
  2. Tell me about your work process – what do you do exactly?
  3. What frustrates and aggravates you on a regular basis – what are the hurdles between you and getting things done?
  4. What might make reaching your goals easier?

Then, present your product idea and ask if they think it could help them reach their goals and reduce (or eliminate!) the hurdles.

Of course, interviewing individuals doesn’t scale. So when you do have hundreds or thousands of users to poll about a new feature to your existingproduct, you’ll need to gather your qualitative data a little differently.

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Customer Development, Customer Experience, Customer Success, SaaS

5 Sneaky Biases That May Affect Your Customer Insight Analysis

Data is the beating pulse of business, but customer data is more like DNA. Customer data, if we’re using it right, directs how we grow and what we develop. But what happens if that customer data becomes corrupted by our own bias?

We can’t grow or develop in the ways we need to.

But what is bias exactly? Where does it come from?

The most prevalent bias is, perhaps, confirmation bias – seeking out data that confirms our existing beliefs.

In an early study of confirmation bias, young children were asked what features in a sports ball are important to the quality of a player’s serve. Some said size, others said material, some dismissed color as a factor – but once they’d made up their minds, they failed to acknowledge evidence that was contrary to their theory – or explained away evidence that didn’t fit.

But what’s worse, especially for those of us using data to steer our businesses, is that confirmation bias caused them to not generate alternate theories unless someone asked them to. They missed exploring and finding other possibilities.

There are other types of bias too, including:

Algorithmic bias – When the data used to teach an AI machine learning system reflects the implicit values of the humans involved in collecting, selecting and using that data. You might remember the 2015 uproar around Google’s image recognition AI algorithm that auto-tagged photos of black people as gorillas? Yes, that happened. And in 2009, Nikon’s image recognition algorithms consistently asked Asian users if they were blinking.

Survivorship bias – When the data analyzed only comes from success stories.

Sample bias – When the population you collect data from doesn’t accurately reflect the population you’re trying to learn about.

Avoiding bias when gathering, analyzing and acting on data is impossible. Bias creeps in with assumptions, instincts, guesses, and ‘logical’ conclusions – and mostly, we don’t even know they exist until someone without those particular biases point them out.

But, while we can’t escape biases, we can try our best to account for them when we collect, analyze and interpret data.

“The greatest obstacle to discovery is not ignorance – it is the illusion of knowledge.” – Daniel J. Boorstin

Read More on Wootric
💗 Check out Nichole’s Services for SaaS startups 💗

Customer Development, Customer Success, Language-Market Fit, SaaS, Startups

How to Nail the First Step to Scalable B2B SaaS Growth: Customer Research

By Nichole Elizabeth DeMeré & Trevor Hatfield

We’re in the midst of writing our SaaS Growth Playbook – a zero bullshit, actionable guide to growing SaaS businesses that are set up to scale from the start. It’s an ambitious undertaking, because so much has been written about this. Really great books like The Startup Owner’s Manual (currently highlighted and bookmarked past recognition on our desks), The Lean Startup and Lean Analytics, Value Proposition Design, and that whole “Jobs to be Done” thing? Is that a book yet? Because it seems like every founder we’ve spoken with in the last two months can’t stop talking about it.

Yes, there are a lot of good ideas out there. Great ideas, even. But that’s the thing. There are so many ideas. What we’re doing is taking the ideas we know work – because we’ve seen them work time and again in real businesses we’ve consulted for – and explaining them clearly, quickly and actionably. With zero fluff – because ain’t nobody got time for that.

At the core of all of these methodologies (and what we’re writing) is this:

Getting to know your customer really, really well.

And that is hard. For any size business. It’s as hard as it is vitally important, because everything you do, from developing your product, to marketing your product, to creating a brand that drives customers to you – it all starts here.

So few startups get this right.

And established companies? They get this wrong all the time.

Take Campbell’s Soup, for example. Few brands are as established as Campbell’s Soup. That red and white label, immortalized by Andy Warhol no less, is iconic. And they ditched it. Recently (you may have noticed?).

They completely rebranded their labels in an effort to appeal to their new target audience: Millennial moms. So they took inspiration from Pinterest and Tumblr and made these really weird microwavable packets with faces on them.

Weird, right? But that’s what companies do when they want to be “hip” without actually asking the people they’re trying to be “hip” for what they want.

It turns out, Tumblr-like labels didn’t hit the mark. What Millennial moms really wanted was a change inside the can. Clean, whole ingredients. Once Campbell’s realized that, it changed their marketing entirely and the result was refreshingly relevant.

Now, most of us don’t have Campbell’s Soup kind of money. But we can all aspire to do customer research before investing in a re-brand – right folks?

That’s what this is about. Saving money by doing the hard thing first – talking to your customers to find out what they want.

But first, you have to define who, exactly, you need to talk to.

And that starts by developing a hypothesis.

The Hypothetical Customer

“I think my customers are ________. The problem they have that I can solve is _________.”

Go ahead, take a stab at it.

“I think my customers are SaaS founders. The problem they have that I can solve is too much conflicting information and no guarantee that the pages filling up their bookshelves actually work.”

That is our working hypothesis for our book.

If you have a few types of customers you intend to serve, come up with a hypothesis for each segment.

This is the easy part! You’ve created or at least ideated your company with a customer and solution in mind. Now comes the hard part: Validating your hypothesis, or chucking it into the bin.

Most books spend hundreds of pages circling around this topic. We know, we’ve highlighted the good stuff. But what it comes down to is this.

  • List everyone you know who falls into the category of customer you’ve just described. List everyone you don’t know personally, but seem like they would fall into the category of customer you’ve just described. See if you can come up with a list of 20 people.
  • Now, email each of those people and ask to set up a 15 minute call. Or, if they’re local, you can sit down with them in person and buy them a cup of coffee. Make it clear you’re not selling anything, and that you value their expertise and time. And, if you’re shy about asking for a favor, thank them with a Starbucks gift card or trade some of your expertise and time. Reciprocity isn’t just a marketing hack – it’s important in all stages of business.
  • Ask them these three things:
  1. What jobs do you need to do around [what your industry/product/problem is]? Have them walk you through their process and record the exact words they use. For example, if you’re selling an HR solution that helps companies hire qualified people faster online (shoutout to Vervoe!), the tasks a business owner, manager or HR person need to do is create a job posting, sort through resumes, figure out interview questions, and spend hours interviewing people.
  2. What’s hard about those jobs? Let them rant about how hard they work and what grinds their gears, how they’ve failed or got outcomes they didn’t want. Record everything.
  3. If those issues were magically solved – what do they love about their jobs? What would they love about their lives? What would solving that problem allow them to do with that time instead?

Sure, there are a million and more questions you could ask – but these three focus on what jobs these customers need to do, what their pain points are surrounding those jobs, and what their ideal outcomes are.

We’re using a little of the Startup Owner’s Manual, a little Lean, a little Jobs to be Done, a dash of Customer Success – and a lot of experience here.

The answers you gain will start to show you some truths about your hypotheses.

  • You’ll start to see that some kind of ‘ideal customers’ are more ideal than others.
  • You’ll check whether the problems they have match the problems you think they have.
  • You’ll compare the language you use to describe those jobs and problems with the language they use.
  • And you’ll uncover insights you can’t even begin to guess at right now.

You may have to go back to the drawing board and re-write your ideal customer hypothesis – and that’s okay. It’s progress.

And you’ll definitely come away with language you can use for marketing – it’s one of the most valuables takeaways of this exercise.

Don’t be Lazy

Why can’t you just send a survey? Hey, that’s the reaction of most founders, too. Really. If we all agreed to just keep things simple by communicating via text message and Slack, we’d have more time for everything else. But believe us when we say: You need to hear their words.

In person, if possible.

Yes, it takes time and it’s nerve-wracking and uncomfortable. But it’s worth it. People will not tell you on a survey what they will say to your face. They won’t even tell an employee of yours the same thing they’ll tell you, the founder. With an actual conversation, you’ll be able to ask in-the-moment follow-up questions, listen to the tone of their answers and put their words into an emotional context, and most importantly – you’ll be starting a relationship with potentially ideal customers who might become your first customers. Your best customers. Customers that will adopt early and advocate for you.

All of this comes from person-to-person communication. You can’t survey it away.

Keep it Short

A few rules for polite customer research:

  • Keep it short – stick to 15 or 20 minutes. It’s enough to get deep information without scaring people away.
  • Make sure every question you ask is actionable – as in, if you don’t plan to act on the information you get, don’t waste time asking the question.
  • Avoid yes/no questions. The goal is to get voice-of-customer data, which means you need to let them speak and not put words into their mouths.
  • Don’t take anything personally. These people want solutions to their problems, and maybe you have them, but even if you don’t, they’re giving you valuable feedback.
  • Show appreciation somehow. This doesn’t need to be fancy or expensive, but it should be personal and helpful.

Sort Your Answer Pile

In the course of customer research, you’ll speak with people who may have seemed like ideal customers at first, but then clearly were not.

And others who aren’t so clear. They could go either way.

The answers you need most are the ones from your ideal clients, and to make sure you’re sorting the Ideals from the Non-Ideals accurately, ask yourself this:

  • If I gave this person my product/service/solution, could they successfully use it to reach their ideal outcomes.

This is a Customer Success approach that I really like because it sets you up to work with people who are primed and ready to love your product (and tell their friends about it). It’s also a way to avoid The Product Death Cycle of customer churn, panic, product changes and bankruptcy.

Success Potential relies on several different types of “fit” that the customer has to have to be able to use your product/service and reach their ideal outcomes. Types of fit include:

  • Technical – They have or can get the right technology to use your product.
  • Functional – Your product offers the features the customer needs to achieve their ideal outcome.
  • Resource – They have the time, money or manpower to use your product.
  • Competence – They know or can learn what they need to know to be successful with your product.
  • Cultural – They share your core values, without which you wouldn’t work well together.
  • Experience – You are able to deliver your product in the way they need to succeed, like having a Customer Success agent assigned to them if they need a high-touch approach, or clear in-app walkthroughs if they prefer to DIY. It’s about providing an appropriate experience that gives them support, in the way they need to be supported, to succeed.

There are other types of fit too, and you should feel free to build your own list and keep adding to it as you grow. Understanding fit now will go a long way towards preventing churn, and understanding churn when it happens.

You’ll be returning to your customers for feedback again and again – and if you don’t know which customers to ask, that feedback can get you into trouble! That’s why we’re spending a lot of time on laying the foundations that are so important to building a sustainable, scalable business. At the end of the day, it’s not about what you know – it’s who you know, and how well you know them.


Take the growth out of guesswork and get our Playbook to Grow Your Saas Business With Your Customers.

Content Marketing, Customer Development, Customer Success, Diversity, Growth Hacking, Podcasts, Product Management, SaaS, Startups

#EveryoneHatesMarketers: 4 Vital Things To Do Before Marketing Your New Startup [Podcast]

“Today I’m joined by my guest Nichole Elizabeth DeMeré, an esteemed SaaS consultant, customer service evangelist, writer and community moderator. Her work has been featured in leading industry media such as HubSpot, Moz, Copy Hackers, Forbes, Canva and more.

Nichole is going to walk us through the four things you need to do before you can start marketing your startup or new business. Founders tend to skip the basics of marketing foundations, and this crucial step can make or break your business. Listen in for Nichole’s four most important pre-marketing initiatives that you need to know for your startup or to refresh the marketing of an existing business.”

Topics discussed in this episode:

  • The importance of marketing foundations
  • Growth hacking pitfalls
  • Customer development work
  • Resources to identify ideal customers
  • Creating your first value proposition
  • Filling success gaps
  • Recommended reading

Transcript on Everyone Hates Marketers


Take the growth out of guesswork and get our Playbook to Grow Your Saas Business With Your Customers.

Customer Development, Customer Experience, Customer Success, SaaS

Customer Feedback Survey Methods are Changing Dramatically – This is How to Keep Up ft. @Wootric

customer feedback
Customer feedback is having a renaissance of sorts – it’s always been “important,” but never has it been so sought after or so foundational to fast-growing businesses. It’s the cornerstone of such methodologies as The Lean Startup and Jobs to be Done, and vital to finding product/market and problem/solution fit.

Established companies are also going back to their customers, because they know that with better feedback, they can improve the customer’s experience, win loyalty, and create brand advocates – even if getting that feedback requires finally transitioning out of legacy systems everyone is ‘used to.’

It’s no wonder that with the sudden attention from high-tech startup founders and CEOs – customer feedback methods are changing. Quickly. They’re becoming faster, easier, less intrusive, more intrinsic, and the ability to decipher the results of that feedback has changed too.

Read More on Wootric
💗 Check out Nichole’s Services for SaaS startups 💗

Customer Development, Customer Success

How to Become Customer-Centric like @TrunkClub, @InVisionApp & @Atlassian

customer-centric

Image created by Yasmine Sedky (@yazsedky).

You’re all about your customer – I hear you. You make what they want, deliver what they need, and bend over backwards, forwards and sideways to help them if they should run into trouble. Maybe you’re doing everything right, but maybe your company still isn’t customer-centric.

A truly customer-centric company involves their ideal customer from the beginning, in the product development phase (aka. customer development) to accurately target problem-solution fit. From there, a Customer Success strategy takes over, building into the product, company model and marketing whatever it takes to deliver the ideal customer’s desired outcome. Then, the customer-centric company keeps tabs on their success rates through something like a regular NPS survey, and adjusts accordingly.

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