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PositioningPoint with Silky Agarwal

Customer self-concept in B2B SaaS

Published 2 months ago • 1 min read

Hi Reader,
​
A guy in India buys a bike called "rebel".
A family buys a certain car because they are "nuclear".
A nation votes for a party because it feels "endangered".
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In each of these examples, a decision is taken by an individual or a group, based on what they think about "themselves".
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What if you too, could zero down on your customer's self-concept, when positioning your product?
It would be much easier then, for them to appreciate why to choose you over other options.
So how do you do it in B2B SaaS?
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Below are a few things to keep in mind when defining customer self-concept in B2B SaaS:

  1. Focus on company-level self-concept not job title/individual self-concept
  2. If your product is firmographic-agnostic, make sure the self-concept is also firmographic-agnostic
  3. Identify a self-concept that tightly links to the unique problems that your unique differentiators solve

Examples of B2B SaaS customer self-concepts from my client projects:

  • Complex products: Customers are businesses whose products are fairly sophisticated
  • Talent-led growth: Customers are businesses where growth is primarily a function of talent size
  • Margin-sensitive logistics: Customers are businesses where logistics tends to eat into profit margins

To watch me explain this, check out the video, "Customer self-concept in B2B SaaS".

PositioningPoint with Silky Agarwal

B2B SaaS Positioning & Messaging Expert

1-min weekly newsletter for B2B SaaS founders and marketers who want to differentiate and communicate their product value, insightfully.

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