DON’T SELL YOUR SAAS PRODUCT - GIFT YOUR AUDIENCE A POSITIVE EXPERIENCE OF THEIR LIFETIME!
by Addkraft Technology AddkraftGone are the days
when Asian Paints sold just paints! Today they offer a wide range of user
experiences for sale through their paints. Customers now choose the experience
package they prefer – the shades and hues that match their personality,
textures and combinations that support them emotionally in the various rooms of
their home, and options to experience an online preview of how their painted
homes would look like even before they make a decision. Yes, “user experience”
has emerged the winner in the race to gain your buyers’ attention. Technology
or product features and benefits are no longer attractive terms to SaaS or
technology product marketers. Although a few IT folks tend to take marketing
discussions to their technical world, as a marketer, my vote is always for user
experience.
A
common mistake many start-up IT product companies make is to go
overboard trying to convince customers about just their product and the core
technology, especially if members from IT team are part of the decision-making panel at the customer’s end. Many a
time, such attempts fall flat, unless the new product is game- changing
innovation. I present one of our recent experiences when we worked on
technology marketing for a SaaS start-up company and
were successful when we adopted the user experience strategy. You may
appreciate and make a note of our conscious decision to avoid details about
technology throughout this experience.
A
year back, when we pitched for a SaaS project in the travel & logistics
segment, we were using tough technical language and detailed specs – the result
was a big flop. CIOs and IT leaders from the travel industry turned the
sessions into long-winding
sessions questioning the technology used and providing advices about alternate
technology solutions based on their whims and fancies, but most of the
prospective users chose to stay within their comfortable technology zones. We
then decided that trying to sell product and technology would only lead to never-ending discussions. We chose an alternate approach.
Today, a year later, we tasted
success with fantastic results on another project. Yes, we are just completing
an exciting project for a start-up in the GCC region. The start- up
provides a certain set of services and products with a unique concept to a
target segment. It has both a b2b and b2c focus, targeting an entire population
and a set of business buyers. The backbone of the project is a SaaS framework
and its technology is wide encompassing with user-friendly services and apps. After 6 months of go-to-market with this project, as a marketer, I am
happy to see positive feedback from the business owners and early adopters.
So what did we change, what
lesson did we learn, what magic happened through the course of the year?
We
made key changes in our product and service positioning and our marketing
communications. We consciously avoided focusing our pitch on the advantages of
SaaS or the product and service features. We stayed away from terminology
jargons and IT/SaaS lingo, which confuse and create mistrust among the target
audience.
We
instead moved towards a customer-centric and user-persona-based content marketing. As content
specialists, we prepared our content marketing briefs after studying our
client’s service/product offering and the user/buyer persona. We prepared our
content pitch focusing on user experience – how the experience would improve
the users’ quality of life, what benefits would it bring to their lives, the
convenience and time-saving features of the service, and how the
users can feel pride by being part of the user group. In summary, our marketing
content spoke about how this service/product would impact their lives
positively and benefit the society.
The
framework of the product and service pitch was hence built around end-user experience and positive
influences, with just a few mentions of the product features. We realized that
there are about 100 million ways of connecting with the buyers and gaining
their trust, the buyers, instead of forcefully convincing them with just technology
and product talk. We then designed the marketing strategy and UX/UI experience,
moved on to go-to-market planning and narrowed down the final
list of digital marketing techniques that helped immensely in conveying the
client’s value proposition to the end users.
To our surprise,
there was hardly any instance of long-drawn technology-relateddiscussions, counter-arguments, or suggestions that often kill an
otherwise successful pitch. All the query arrows from the IT members were
successfully broken by the much-appreciated imagery of the end-user experience, clear value proposition,
and strong content writing that blended business strategy with user persona.
I
must say here that content writing for
technology marketing helped our customers
(product owners) significantly. Nailing the final content plan was the central
focus for the initial period, where the product management team, digital
marketing team, support team, and leadership team were part of the go-to-market content framework evaluation and
signoff. Content metrics were monitored with respect to content propagation at
each stage – that is, awareness stage, product interest stage,desire-to-buy stage, and so on. Stage-appropriate content was created, published, and
communicated to thousands of users, again channeled based on their persona, to
deliver the desired results at each stage.
Result The customer
(SaaS
product owner) almost immediately began to see positive results when the list
of early adopters was surprisingly long. They were attracted by the influence
the product would have on their daily life, and not by the Opex or Capex
features. The marketing strategy and techniques used were cost effective
since
not even one sales person was recruited to meet customers in person. The entire
sales funnel was handled by digital processes, CRM strategy, and, yes, backend
technology.
The customer is now moving on
from the acquiring mode to the retaining mode. They are also expanding to
neighboring countries and are known as a solid service provider rather than a
technology company.
Role of strategic content writing
in this success story
Our
technology marketing to convince end users was through content marketing. Our content strategy was to deliver personalized content
based on the buyers’ persona. Different personas were tracked through CRM and custom-fit content that conveyed the customer’s
story and their value proposition were made available to end users. We created
virtual user experiences, developed intrinsic value experiences from the
designers of the products, built the content package, and shared them with
potential buyers. Creating content strategy and content writing - was key - our
technology content writers provided innovative content to engage the audience
at every stage of buying cycle.
In
summary, we never sold SaaS products and their technology advantages; we just
marketed customer experience, and yes, answered our end consumer’s questions
about how this product can enrich their lives. This strategy spelled success in
our current initiative.
A retrospective note:
A
few years back, an interesting advertisement for a car caught my attention. A
sales person was shooting a barrage of pointers about all the features of a
super luxurious car. At the end of this rather exhausting monolog, all that the
buyer wanted to know was, “how much mileage would I get per liter?” The sales
person stood stumped! It always pays to know what the buyer is looking for and
provide just that experience – this will always establish an immediate connect
with your buyer.
Author
Technology marketer at www.addkraft.com
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