Go-To-Market or Go Home: Winning SaaS GTM Strategies

Launching a B2B SaaS product requires careful planning and precise execution. But with so many potential strategies and tactics to choose from, it’s easy to feel overwhelmed. Let me simplify things for you by sharing my top 5 list of research steps and rollout strategies to consider first when building your GTM plans. Of course, since every product and target market has unique variables to consider, developing your GTM plans may require a different mix of steps.

  1. Product-Market Fit.Before you even think about going to market, it’s crucial to ensure that your product meets a real need in the market. Achieving product-market fit can increase your chances of success by up to 30% (Source: Startup Genome). To determine product-market fit, conduct thorough market research to understand your customers’ needs and then connect the dots with regards to how effectively, and how uniquely, your product meets those needs. Tools like SurveyMonkey or Google Forms can help you gather feedback from target buyers. Even better if you can arrange 1-on-1 zoom meetings with prospective buyers. For example, use LinkedIn to create a list of people who fit your target buyer profile and reach out to them with a $200 Amazon gift card offer in exchange for 1 hour of their time answering questions. I’ve learned a great deal in these 1-on-1 interviews.
  2. Competitive Positioning.Understanding your competition is critical. A thorough competitive analysis can increase your market share by up to 20% (Source: Harvard Business Review). The goal is to identify unique value propositions and unique marketing and sales strategies that exploit pockets of opportunity not yet tapped by competitors. In other words, you need to find a way to separate your product from the competition in order to grab the attention and interest of your target buyer in a compelling way. So carefully analyze competition’s product messaging, pricing, and marketing and sales strategies. For insights on your competitor’s online marketing strategies, you can use tools like SEMRush or SimilarWeb.
  3. Market Segmentation. By segmenting your market, you can increase your marketing ROI by up to 30% (Source: Bain & Company). This involves identifying and targeting specific customer groups with tailored messaging. Tools like Marketo can help you segment your audience and automate your marketing campaigns. Remember, the more specific you are, the more successful you’ll be.
  4. Pricing. Pricing is more of an art than a science. A well-thought-out pricing strategy can increase revenue by 15% (Source: Price Intelligently). This includes considering factors like market demand, competition, and perceived value. Of course, you also need to consider COGS and short term versus long term ROI goals. Personally, I prefer building my own spreadsheets to arrive at pricing decisions. But you might want to consider using pricing optimization tools like Pricefx.
  5. Land and Expand. This clever strategy involves securing a small deal with a client and then expanding within the organization. It’s a less common but highly effective approach that may not work for certain types of SaaS solutions. To implement this, focus on building strong relationships with your initial contacts and then leverage these relationships to expand your footprint. To manage these relationships and track your “Land and Expand” progress, use a CRM tool like Salesforce for enterprise use cases or less complex and less costly CRMs like HubSpot or Pipeline for SMB use cases. Either way, involve your sales and marketing teams in the selection and set up of your CRM to ensure they fully adopt and use it.
  6. In conclusion, these go-to-market strategies can significantly increase the success of any B2B SaaS product launch. By implementing these strategies, companies have seen an average increase of 30% in marketing ROI and a 20% increase in market reach. Full speed ahead!