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:
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​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 eliminate options. This is needed more so in B2B SaaS, where ticket sizes are big, products are complex and stakeholders are many.
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​Error #2: Thinking that the customer buys your product.​
This makes you focus on differentiating your product. Even bragging about it. Becoming defensive about it. And thumping your chest. However, the only thing that the customer buys, even at a company level, is their own self-concept. How do they see their unique context, their goals, their challenges? To weave that in, positioning needs to differentiate the customer.
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​Error #3: Thinking that positioning is a statement.​
Many of us have heard the famous template: 'X product for X buyers, with X benefits, thanks to X differentiators, unlike X competitors'. This thinking makes us approach positioning like "filling the blanks". However, in order to answer "Why should someone buy your product", positioning needs to be seen as an argument that uses a unique insight to justify buying your product.

Being aware of these fallacies, and overriding them is a matter of self-awareness and practice.
I hope you will question yourself more often, and guide your marketing efforts in the right direction.