Transcript: Listen to your buyers, not your engineers. Buyers use a small fraction of your enterprise SaaS product’s features. And they can only handle a small fraction in your marketing.
Hi, I’m Justin Talerico with Married2Growth and I’ve been marketing enterprise SaaS for over a decade.
Screens are getting smaller; features are getting more complex; competitive pressure is greater; and buyers are in control of their own pre-sales journey. That’s a tough marketing environment.
The key is not to overwhelm enterprise SaaS buyers with detail that doesn’t apply to them. That starts with knowing which features are relatively ubiquitous in their usage and making those your marketing mainstays. That should be the 20% of your features actually used by 80% of your customers. You can go deep in that 20%, but don’t go wider in your generic website and messaging. Leave the wider messaging for microsites and long-tail plays.
Get more detail in my related article Enterprise SaaS Product Marketing Messaging on Married2Growth.com. See you next time.