Hi Reader,Many B2B SaaS products serve multiple verticals and revenue bands.This can make it crazy difficult to create a top-level ICP.But with some lateral thinking, it is not impossible!Let me share a few examples from my client projectsExample 1: Relationship-driven servicesExample 2: Slack-using remote teamsExample 3: Subscription businessesEach of the above examples covers multiple verticals and revenue bands, yet is very specific.This is the kind of balance B2B SaaS positioning often...

Hi Reader,Your marketing muscle works according to your marketing assumptions.And there are three errors of judgement that most B2B SaaS founders make, time and again.Let's look at them:Error #1: Thinking that the goal of marketing is to make selling easier.When you think that way, you position your products according to your ego. So that you feel good about selling your product. However, the real goal of marketing is to make buying easier - so buyers can easily find you, evaluate you, and...

Hi Reader,If all you had to tell your buyers was about your product and your company, then why would you show or send them a deck?Why wouldn't you instead send them to your website?After all, it is much more interactive, updated, and immune to random edits!And gives your buyers much more autonomy over what they want to read (or skip).The job of a sales deck is to present an argument, to answer the question why choose you over others.That job doesn't require credentials or clientele or...