I’m on the board of a company whose CEO just reminded me how important point of view is in SaaS growth marketing. We were chatting about his POV which led to mine. Up until then, I had long since taken it for granted. ion’s marketing point of view was incredibly strong, resilient, and long-suffering. It persisted through multiple pivots over 13 years of growth and continues to guide product and messaging post-acquisition.
It’s More Than Marketing Point of View
Truth is it’s far more than a marketing point of view. Ours was guided by one, definitive and simple statement. We believed that “every click should lead to a great experience.” Everything — I mean everything — we did tracked back to that one, simple mantra. It was far more than marketing.
Every Click Should Lead to a Great Experienceion interactive POV
Point of View and Evolution
“Every click should lead to a great experience” was steadfast for 13 years. But that didn’t mean there wasn’t change. It just took place one level deeper. When we were focused on the conversion optimization space, the next level down focused on ROI and lead-gen efficacy of great experiences. And when we pivoted with productized interactivity, we pushed the focus to the competitive advantage of the digital dialogue and explicit data gathered by great experiences. It was still all about great experiences.
I feel like the endurance of a point of view is like that of a logo that can weather the test of time and trends. It’s a level of content that sits above everything with a timeless, stable presence. Sitting at the peak of the messaging pyramid, it’s the statement that everything else has to look up to. And if the messaging below it doesn’t connect, it
Point of View as Your North Star
Growing a SaaS company is challenging. Yes, I know that’s a great understatement. So maybe the last thing you want to hear is that aside from all of the fundamentals of product-market fit, sales, marketing, retention, expansion, etc. you also need guiding principles. Why? Well, that gets back to the tribe. An internal tribe of believing employees focused on your north star leads to an external tribe of passionate advocates and champions. That kind of energy far surpasses any linear momentum and contributes to acquisition and retention loops that can transform modest growth into meteoric growth.
We were unrelenting in pushing our point of view. We pulled it through all of our founders’ thought leadership content. It was the foundation of all of our messaging, blog posts, white papers, and webinars. We made it the consistent focus of our entire organization. It was what we stood for as a company, as a product, and as a passionate tribe of ionians and customers.
What’s your point of view?