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I have worked with several SaaS startups and been through multiple product launches and rebrands in the past couple years..
But there's one thing that has always bothered me: (thread)
But there's one thing that has always bothered me: (thread)
How detached customer acquisition is from the product for most SaaS startups.
Customer acquisition is all about traffic, conversions, ads etc.
Customer acquisition is all about traffic, conversions, ads etc.
In my previous company, we did a bunch of customer interviews, looked at user recordings, saw heatmaps —
but most of it was for product development, rarely using the insights to change our marketing!
but most of it was for product development, rarely using the insights to change our marketing!
We did our customer research: age, geography, some interest and current solution they were using. But never beyond that—that was all we needed to target people.
It never struck any of us that we could talk about the product in a powered, different way to be able to connect with customers.
How the customers saw us was of paramount importance, and often, the way founders/teams look at their products ≠ how customers saw the product.
This meant our customers might have been buying the product for ENTIRELY different reasons than what we were selling it for.
This realization slowly seeped in as I began studying positioning and messaging.
This realization slowly seeped in as I began studying positioning and messaging.
SaaS companies are literally losing money over terrible positioning and not understanding their customers: the pain points, the solution THEY want and the value they expect.
I knew I had to incorporate positioning into my design: because of the ENORMOUS importance it had in customer acquisition.
So I left my job at a high-growth startup, shifted careers and started focussing on solving this problem for SaaS products.
I have been working on a process to create kickass websites that are centered around the customer's needs and pain points, that gift-wrap your product as a must-have for your best customers.
After lots of iterations and feedback and all-nighters, I'm stoked to launch my new website and service!
Helping SaaS startups acquire more customers through better positioning and messaging. At http://sumithegde.com
I wrote an article about it here, where I talk about the signs that your positioning is stopping your growth and what to do about it. https://www.sumithegde.com/saas-blog/you-need-positioning
Also, I've created a free email course to share my process so you can start learning and implementing all this for your own product!
Check it out here: https://www.sumithegde.com/saas-marketing-email-course
Check it out here: https://www.sumithegde.com/saas-marketing-email-course
