What I learned working across B2B SaaS industry in 6 years

After helping 3 companies scale customers from 100 to 10k+ later

Over the past 6 years, I have been working as an associate, executive, manager and most recently, as a growth marketer across different projects.

A few of my lessons from my experience are below:

Lesson #1 : Never assume people are comfortable with the current process

Those that are at ease, won't buy your product. The psychological "cost of change" is always too high when you're not solving a pressing problem.

For example: Suppose you have an SME BI solution. The status quo you fight against is Excel pivot tables and reports. Does the person in charge of pivots look for BI solutions? No. They google for answers when they have an Excel problem.

• How do you combine data sets in Excel?
• How do you make Excel automatically update Data from the website?
• How do I combine monthly Data in Excel?

Write content on similar topics like above. "What's and How's" of problem you're solving. Provide the best and most specific answers to these questions. That is what potential customers are searching for and the article is how they'll find you.

Also, Adding a link to the product, just before the solution provided in your articles can be a lead generating method over the mid-long term. You can phrase links with hooks like "Or you could have used the app to have all your reports done in 3 clicks".

Lesson #2 : Segmenting your targeting audience at the right time in their journey is where the most sale happens

B2B customers are too busy to solve problems they don't have yet. This is why personas are important is to define what specific problems users have so that they can be targeted with very specific solution value propositions. This way, you're catching them in the moment when they're going to spend 4 days doing something annoying, and they're most susceptible to a change idea.

Lesson #3 : B2B customers don't do impulse-buy.

More often than not, there is a hierarchy of decision-makers that the decision making needs to go through. The Need for a pro forma, a manager's approval or they need to talk to higher in command.

To make sure the conversation starts, collecting emails and doing email marketing via tips, offers - result in positive ROI.

Lesson #4 : Retargeting ads are a goldmine

I have observed that general advertising is hard to do with positive ROI on many specific solutions. However, if your content/SEO efforts are working then retargeting the user with Facebook/Google ads/Youtube is a goldmine.

Catching someone who has a problem at office time, when they have more time to look into what you offer, has always provided the best ROI of all ad channels I've used in B2B.

If you liked the value I present, connect over LinkedIn - https://www.linkedin.com/in/vavesparashar/

I help businesses scale from 100 customers to 100k.