Successful differentiation is not about features.– John Solomon
Just about every single SaaS company in the world is aware of the Martech 5000 supergraphic, and for good reason! This double-edged sword is both a comforting proof of the growing need for SaaS products around the world as well as a grim reminder of the market’s current oversaturation. The SaaS market has seen enormous growth in recent years, and it isn’t slowing one bit.
For many late entry founders, the need to differentiate your product is paramount. In 2020, failure to stand out as a brand may just cost you everything. If you’re looking to differentiate your SaaS company, these 5 articles will get you started!
Beamer‘s Spencer Coon returns to the blog to talk differentiation as only he can. Coon’s entry on the topic is the perfect starting point for those who may be younger in their differentiation journey and serves as a fantastic overview of what it takes to stand out. Start here!
The SaaS market is now reaching its place of maturity and it’s vital that SaaS companies differentiate their SaaS product.– Spencer Coon
Andy Mura of SaaS giant G2 weighs in on differentiation in this somewhat lengthy study. Examining the finer aspects of what “standing out” really is, Mura postulates that true differentiation is the result of big dreams, big opinions, and big decisions.
What will your big decision be? Whatever it is, make sure it’s risky.– Andy Mura
Our good friends at Openview published their take on differentiation a few months back as well. Penned by CEO Thibaud Clement, this article explores the power of High Feature Commoditization and how it frames the way your product is perceived. If this all sounds a little confusing, give this article a quick read!
Fifty other companies trying to solve the exact same problem? Fantastic. I’ll take that over trying to convince people of a problem they didn’t even know they had.– Thibaud Clement
Drift CEO and SaaS guru David Cancel shares some insight on why SaaS companies can’t win on features alone. While features are always important of course, Cancel asserts that ultimately branding is what sets you apart. In an increasingly overcrowded SaaS market, your personal brand is more important than ever.
If everything you do is based on consensus, then you will create junk, because you naturally go towards the mean and you will create something that’s average.– David Cancel
Lastly, our own Justin Talerico shares some thoughts on branding and marketing, and the role these things play in SaaS differentiation. Expounding on SaaS storytelling versus storymaking, Justin explains the importance of building a tribe, and how the tribe you build will determine your success.
When you tell the real story instead of making up a fake one, you set a line of differentiation that no one can cross. It’s your story.– Justin Talerico
Thanks so much for joining us for another SaaS roundup. We hope to see you here again next Monday!