Partnering with Creo and consulting on GTM strategy for B2B SaaS, I, as a Product Marketing Consultant, interact with many different startups. I’ve seen many of them skip product positioning and product messaging strategy and move directly to tactics like digital 💻, content 📄, and social 🤝. In today’s economy, it’s tempting to relocate resources to drive immediate results – MQLs, event attendance, ABM touches, etc.
The problem is these startups eventually pay more for less. Issues surface like:
Poor quality leads 📉
Ineffective content 📉
Lengthening sales cycles ⏳
Shrinking ACVs 💰
You’ll get market validation one way or another. Do it on your terms by researching and understanding your customer 🧑🤝🧑, competition 🥊, and market 📈. Or let the market validate through trial and error – launch ads, content, SEO, and see what sticks.
In my experience, no growth hack 🔨 yields sustainable competitive advantage, especially now as software spending plummets (Gartner: “Spending fell 51% in Q2 2023 vs 2022”). With fierce competition 🥊, those who invest in research and product positioning and product messaging strategy will win 🏆.
I see more and more customers who skipped strategy coming back to gain that edge in Saas product marketing. If that’s you, DM me. Let’s discuss how to help your marketing team hit targets and look good. 🎯