SaaS Positioning

For SaaS products, having a great product isn't enough. You need a clear and compelling position to truly stand out and connect with your target customers. But what exactly is positioning, and how can you develop an effective positioning strategy for your SaaS product? This comprehensive guide will demystify the positioning process and provide actionable steps to successfully position your product.

As part of our series covering our ARISE™ GTM Methodology, we discuss how we review and re-establish your product’s positioning. The Ideate stage of the ARISE GTM is where we get creative, built on a strong platform of data from the prior Research stage of the process.

Remember, good positioning buys a space in your buyer's mind. Bad positioning creates confusion and hesitancy.

What is Positioning?

Positioning is deliberately defining how you want your company and product to be perceived by your target customers relative to the competition. It's about carving out a unique space in the customer's mind that sets you apart and makes your offering the clear choice for a specific set of needs.

As April Dunford, positioning expert and author of "Obviously Awesome," puts it:

"Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about."

Effective positioning answers these key questions:

• Who is your target customer?
• What category are you competing in?
• What unique value do you provide?
• Why should customers believe your claims?

Why is Positioning Critical for SaaS Success?

In the SaaS world, positioning is especially crucial for several reasons:

1. Crowded marketplace: With low barriers to entry, new SaaS products are constantly emerging. Clear positioning helps you stand out.

2. Complex products: Many SaaS offerings solve complex problems. Good positioning simplifies your value proposition.

3. Evolving needs: As technology and business needs rapidly change, positioning helps you stay relevant.

4. Long sales cycles: B2B SaaS often involves lengthy decision processes. Strong positioning guides prospects through their journey.

5. Subscription model: To reduce churn, you need to continually reinforce your unique value, which stems from your positioning.

What Steps Are Involved in Building a Positioning Framework?

The list below is by no means comprehensive but gives you a great jump-off point. As I mentioned, read “Obviously Awesome” by April Dunford if you have more time. April’s book is a great read that dives into how positioning works across the organisation. We also run a one-day positioning workshop that would help solve this challenge for you.

Here are the key steps involved in building a positioning framework for a SaaS product:

Identify your target audience

• Identify the specific characteristics of the businesses that would benefit most from your product. This includes firmographic details such as industry, company size, and annual revenue.
• Develop detailed buyer personas that include job roles, responsibilities, pain points, and decision-making processes.
• Use surveys, interviews, and focus groups to gather insights directly from your target audience.
• Analyse customer feedback to understand their needs, challenges, and how they perceive your product.

Analyse your competitors

• List both direct and indirect competitors. Direct competitors offer similar products, while indirect competitors provide alternative solutions to the same problem.
• Competitive Intelligence: Evaluate competitors' strengths, weaknesses, positioning, and messaging.
• Identify gaps in the market that your product can fill and areas where you can differentiate.

Define your unique value proposition (UVP)

• Determine the features and capabilities that set your product apart from competitors.
• Focus on the unique benefits these features provide to your customers, such as increased efficiency, cost savings, or improved outcomes.
• Craft a Unique Value Proposition: Your UVP should address a significant pain point for your target audience and clearly articulate how your product solves this problem better than alternatives.

Choose your market category

• Decide whether to position your product within an existing category, create a new subcategory, or define an entirely new category.
• Consider how your choice of category will impact customer understanding and competitive comparisons.

Craft your positioning statement

• Use a standard format: For [target customer] who [customer need], [your product] is a [product category] that [key benefit]. Unlike [competitors], [your product] [key differentiator]. Note this works for organising your thoughts, but a more comprehensive approach is often needed.
• Ensure the statement is clear, concise, and compelling, highlighting your product's unique value and differentiation.

Develop your messaging framework

• Tailor your messaging to different buyer personas and stages of the buyer’s journey.
• Include proof points and evidence to support your claims, such as case studies, testimonials, and data.
• Prepare responses to common objections and concerns that prospects may have.

Test and refine

• Gather feedback from customers and team members
• Conduct A/B tests on messaging
• Iterate based on results

Align your organisation

• Ensure your positioning is reflected across all departments, including product development, sales, marketing, and customer support.
• Create internal documentation and conduct training sessions to align everyone with the positioning strategy.

Monitor and evolve

• Gather customer feedback and monitor market trends to ensure your positioning remains relevant.
• Be prepared to refine your positioning as your product, market, and competitive landscape evolve.

Following these steps, you can create a strong positioning framework that communicates your product's unique value to your target audience and differentiates you from competitors. Remember that positioning is an ongoing process that should be revisited and refined as your product and market evolve.

Measuring and Refining Your Positioning

Positioning isn't a one-time exercise. To ensure ongoing effectiveness:

• Regularly gather customer feedback
• Monitor competitive moves
• Track key metrics like win rates, customer acquisition costs, and churn
• Conduct A/B tests on messaging and value propositions

Be prepared to evolve your positioning as your product, market, and competitive landscape change.

Mastering SaaS Positioning

Mastering SaaS positioning is an ongoing journey but can dramatically impact your success. By deeply understanding your customers, clearly differentiating from competitors, and consistently communicating your unique value, you'll create a powerful foundation for growth.

Remember, great positioning makes your product's value obvious to your target customers. It simplifies their decision-making process and clarifies why you're the best choice for their needs. 

Now that we’ve looked at how you build, measure and master a positioning framework for your B2B product, we should look at effective ways to highlight your unique differentiators to narrow your messaging.

What are the most effective ways to highlight unique differentiators in my B2B SaaS product?

Highlighting unique differentiators in your B2B SaaS product is crucial for standing out in a crowded market. Here are the most effective ways to do so:

Understand and Define Your Unique Value Proposition (UVP)

Understanding your Unique Value Proposition (UVP) is essential for distinguishing your B2B SaaS product in a competitive market. A UVP is a clear, concise statement articulating your product's unique benefits, how it solves customers' specific problems, and why it is superior to alternative solutions. 

It is rooted in deep customer and market research, ensuring that it addresses your target audience's most pressing pain points in a way that competitors cannot match. Effective UVPs are not just about listing features; they focus on the tangible outcomes and emotional benefits that users will experience. 

By clearly communicating your UVP, you can capture the attention of potential customers, build trust, and drive preference for your product over others. This proposition should be prominently featured in all marketing materials, from your website to sales presentations, to ensure consistent messaging and reinforce your product's unique strengths.

Identify Unique Attributes:

• Focus on your product's features and capabilities that competitors lack. This could be a unique technology, a specific integration, or a distinctive service model.

Customer-Centric Messaging:

• Ensure your UVP is centred around solving a significant pain point for your target audience. Use customer insights to craft messages that resonate with their needs and challenges.

Leverage Customer Testimonials and Case Studies

Leveraging customer testimonials and case studies is crucial for building your positioning in the B2B SaaS market. These tools provide powerful social proof that can significantly enhance your credibility and trustworthiness. 

Testimonials and case studies offer real-world evidence of how your product solves specific problems and delivers tangible benefits, making your unique differentiators more relatable and convincing to potential customers. They help bridge the gap between your claims and actual user experiences, showcasing success stories that resonate with prospects facing similar challenges. 

Additionally, these endorsements from satisfied customers can highlight specific features and benefits that set your product apart from competitors, reinforcing your value proposition. By strategically incorporating testimonials and case studies into your marketing materials, you can create a compelling narrative that attracts new leads and nurtures them through decision-making, ultimately driving higher conversion rates and fostering long-term customer loyalty.

Real-Life Examples:

• Use testimonials and case studies to provide social proof. Highlight specific success stories where your product has significantly impacted a customer’s business.

Quantifiable Results:

• Showcase measurable outcomes such as increased efficiency, cost savings, or revenue growth. This helps build credibility and demonstrate your product's tangible benefits.

Create a Clear and Compelling Positioning Statement

Creating a clear and compelling positioning statement is essential for the success of any B2B SaaS product. A well-crafted positioning statement succinctly communicates your product's unique value, addressing your target audience's specific needs and pain points while differentiating you from competitors. 

It is the foundation for all marketing and sales efforts, ensuring your messaging is consistent and resonates with potential customers. By clearly defining who you help, what problems you solve, and how your product is uniquely positioned to deliver value, a strong positioning statement helps prospects quickly understand why they should choose your solution over others. 

This clarity enhances your brand's credibility and trustworthiness, drives higher conversion rates, and improves customer retention by aligning your product's benefits with the market's expectations and needs.

Craft a Positioning Statement:

• Develop a concise positioning statement that clearly articulates who you serve, what you offer, and why you’re different. 

Consistency Across Channels:

• Ensure this positioning is consistently communicated across all marketing channels, including your website, sales materials, and social media.

Highlight Differentiators in Your Messaging Framework

Highlighting differentiators in your messaging framework is crucial for standing out in a crowded marketplace and effectively communicating your unique value to potential customers. By emphasising what sets your product or service apart, you create a clear and compelling reason for customers to choose your offering over competitors. 

A well-crafted messaging framework that showcases your differentiators helps address specific market gaps, aligns with customer pain points, and reinforces your unique value proposition. This approach enhances your competitive advantage and leads to better customer understanding, lower acquisition costs, and increased brand recognition. 

Companies that successfully incorporate their differentiators into their messaging, like HubSpot and Gong, can resonate more deeply with their target audience's challenges, desires, and emotions. 

Ultimately, a messaging framework that prominently features your differentiators helps create a strong brand identity, builds trust with potential customers, and drives conversions by clearly articulating why your solution is the best choice in the market.

Develop Key Messages:

• Tailor your messaging to different buyer personas and stages of the buyer’s journey. Include proof points and evidence, such as data, awards, or certifications, to support your claims.

Address Objections:

• Prepare responses to common objections and concerns that prospects may have. This can help convert sceptical leads into customers.

Utilise Competitive Analysis

Utilising competitive analysis when building your positioning is crucial for developing a strong and differentiated market presence. Examining your competitors' strategies, strengths, weaknesses, and market positioning can yield valuable insights that inform your positioning decisions. 

This analysis helps you identify gaps in the market, understand customer preferences, and uncover unique opportunities to set your product or service apart. For instance, competitive analysis can reveal key metrics, consumer perceptions, and market trends influencing positioning strategies. 

Competitive analysis allows you to craft a value proposition that truly resonates with your target audience while addressing unmet market needs. Furthermore, it enables you to anticipate and respond to potential threats. 

By understanding the competitive landscape, you can make informed decisions about product features, pricing, and messaging that will give you a competitive edge. A well-executed competitive analysis ensures your positioning is unique, compelling, and strategically aligned with market realities and customer expectations.

Identify Competitors:

• Conduct a thorough competitive analysis to understand your competitors’ strengths and weaknesses. Highlight areas where your product excels compared to theirs.

Position Against Competitors:

• Use insights from your competitive analysis to position your product as the superior choice. This can involve emphasising unique features, better customer support, or more favourable pricing models.

Engage in Continuous Feedback and Iteration

Engaging in continuous feedback and iteration is essential for companies aiming to build effective positioning for their B2B SaaS products. Businesses gain invaluable insights into customer needs, preferences, and pain points by regularly collecting and analysing customer feedback. This allows them to refine their positioning strategies to better resonate with their target audience. 

This iterative process ensures the product remains relevant and competitive in a constantly evolving market. Incorporating customer feedback helps companies identify areas for improvement, validate new features, and adapt marketing messages to align with customer expectations. 

Additionally, continuous feedback fosters a culture of ongoing improvement and innovation, enabling businesses to stay agile and responsive to market dynamics. By prioritising feedback and making data-driven adjustments, companies can enhance customer satisfaction, drive loyalty, and achieve a stronger market position. 

This proactive approach strengthens the brand's credibility and ensures that the product consistently meets its users' evolving needs, leading to sustained success and growth.

Customer Feedback:

• Gather feedback regularly from customers to understand what they value most about your product. Use this feedback to refine your messaging and highlight the most compelling differentiators.

Iterate and Improve:

• Continuously test and refine your messaging based on customer feedback and market changes. This ensures that your differentiators remain relevant and compelling.

Leverage Content Marketing

Leveraging content marketing is a powerful way to test and refine the efficacy of your positioning strategy for B2B SaaS products. You can gauge how well your positioning resonates with your target audience by creating and distributing various forms of content, such as blog posts, whitepapers, webinars, and social media posts. 

Content marketing allows you to articulate your unique value proposition and differentiators in multiple formats and contexts, providing valuable insights into which aspects of your positioning are most compelling to potential customers. 

You can measure which content pieces perform best through analytics and engagement metrics, indicating which elements of your positioning are most effective. Additionally, content marketing facilitates two-way communication with your audience, enabling you to gather direct feedback and adjust your positioning accordingly. 

This iterative process of creating content, measuring its impact, and refining your messaging helps ensure that your positioning remains relevant, compelling, and aligned with customer needs. 

Moreover, consistent content marketing efforts that reflect your positioning help establish your brand as a thought leader in your industry, reinforcing your unique market position and building trust with your target audience.

Educational Content:

• Create content that educates your audience about your product's unique benefits. This can include blog posts, whitepapers, webinars, and videos that delve into how your product solves specific problems better than competitors' products.

SEO and Thought Leadership:

• Optimise your content for search engines to attract organic traffic. Position your brand as a thought leader by sharing insights and expertise in your industry.

By implementing these strategies, you can effectively highlight the unique differentiators of your B2B SaaS product, making it stand out to your target audience and driving business growth.

So, let’s recap. We’ve covered positioning, the steps to build a positioning strategy, how to measure and refine your positioning, and effective differentiating strategies, which is a lot of ground. Finally, we should look at the metrics you can use to track your impact.

The metrics you should track to understand if your positioning is working

To effectively measure the impact of your unique differentiators in a B2B SaaS product, you should track a variety of metrics that provide insights into customer behaviour, engagement, satisfaction, and overall business performance. Here are the key metrics to consider:

1. Customer Acquisition Metrics

Customer Acquisition Cost (CAC):

• Measures the total cost of acquiring a new customer, including marketing and sales expenses.
• Formula: {CAC} = {Total Sales and Marketing Costs}/{Number of New Customers Acquired}
• Purpose: Helps assess the efficiency of your acquisition strategies and the effectiveness of your unique differentiators in attracting new customers.

Conversion Rate:

• Tracks the percentage of visitors who become paying customers.
• Formula: {Conversion Rate} = {Number of Conversions} / {Total Number of Visitors} x 100
• Purpose: Indicates how well your differentiators are convincing prospects to choose your product over competitors.

2. Customer Engagement Metrics

Daily Active Users (DAU) / Monthly Active Users (MAU):

• Measures the number of unique users engaging with your product daily or monthly.
• Purpose: High DAU/MAU ratios suggest strong user engagement and can indicate that your differentiators are resonating with users.

Feature Usage:

• Tracks how often specific features are used.
• Purpose: Identifies which unique features are most valuable to users and helps prioritise future development efforts.

Time to Value (TTV):

• Measures the time it takes for a new user to realise the value of your product.
• Purpose: Shorter TTV indicates that users quickly understand and benefit from your unique differentiators.

3. Customer Retention Metrics

Churn Rate:

• Measures the percentage of customers who stop using your product over a given period.
• Formula: {Churn Rate} = {Number of Customers Lost} / {Total Number of Customers at the Start of the Period} x 100
• Purpose: A lower churn rate suggests that your differentiators effectively retain customers.

Customer Lifetime Value (CLTV):

• Estimates a customer's total revenue during their relationship with your company.
• Formula: {CLTV} = {Average Revenue per User (ARPU)} / {Customer Lifetime}
• Purpose: Higher CLTV indicates your product's unique value drives long-term customer loyalty.

4. Customer Satisfaction Metrics

Net Promoter Score (NPS):

• Measures customer loyalty and satisfaction by asking how likely customers are to recommend your product to others.
• Formula: {NPS} = {Percentage of Promoters} - {Percentage of Detractors}
• Purpose: High NPS scores reflect strong customer satisfaction and advocacy, often driven by effective differentiators.

Customer Satisfaction Score (CSAT):

• Measures customer satisfaction with a specific interaction or overall experience.
• Formula: {CSAT} = {Number of Satisfied Customers} / {Total Number of Responses} x 100
• Purpose: Provides direct feedback on how well your product meets customer expectations.

5. Revenue Metrics

Monthly Recurring Revenue (MRR):

• Measures the predictable revenue generated each month from subscriptions.
• Purpose: Growth in MRR indicates successful customer acquisition and retention, driven by your product's unique value[6].

Expansion Revenue:

• Tracks additional revenue generated from existing customers through upsells, cross-sells, or add-ons.
• Purpose: Demonstrates the ability of your differentiators to drive additional value and revenue from current customers.

6. Product Performance Metrics

Average Session Duration:

• Measures the average time users spend on your product per session.
• Purpose: Longer session durations suggest higher engagement and satisfaction with your product's unique features.

Average Number of Key Actions per User:

• Tracks the average number of important actions (e.g., feature usage, transactions) performed by users.
• Purpose: Indicates how actively users engage with your product's core functionalities.

By tracking these metrics, you can understand how well your unique differentiators perform and make data-driven decisions to optimise your product positioning and strategy.

I hope you found this article useful and enabling. If not, please tell us; we’ll use that to shape better outcomes for you.

Should your team need support in optimising positioning and messaging, book time with our team through the form in the website footer below. Thanks for reading.