When times get tough, it’s time to focus on the basics.
It’s being clear about your positioning, messaging, and target audiences.
There’s no ambiguity about what you do, whom you serve, how you help, and how you’re better, unique, or different.
Boring? Maybe. Critical? Absolutely.
With every B2B SaaS client, I start with positioning, messaging, and customers.
If you don’t nail the fundamentals, your marketing and sales are unfocused and unsuccessful.
You’ll spin your wheels and waste time, money, and resources.
Too many companies skip the fundamentals and focus on tactics because they want to drive leads and sales.
But it’s putting the cart before the horse.
I’ll boldly suggest that position, messaging, and customer insight are more important than ever, given the economic conditions.
The rising tide propelled sales growth and allowed companies to hide their mistakes and shortcomings.
When demand was strong, they could get away with “good enough” marketing because the numbers looked good.
Today, their weaknesses are exposed. There’s nowhere to hide when times are tough.
Companies that survive and thrive understand that a strong foundation is key to outflanking the competition.