SaaS Go-to-Market (GTM)
All servicesYour product is clear to you. Is it clear to your buyer?
We identify who to reach first, how to explain your product’s value and where to reach them. Then we plan tests for messages and channels and work on attracting enquiries from people the product is built for.
Preparing to launch, or rethinking how you market your product.
- You are preparing to launch and need to decide who to target first.
- You target different segments with the same message and are not sure it fits each one.
- You receive plenty of enquiries, but few come from people your product is built for.
- You want to enter a new market or reach a different type of customer.
How do we explain what the product does?
An illustrative example for a fictional product that brings together client feedback on designs.
Describing the features
Files, comments and notifications for your team.
Describing what the customer can do
Bring client feedback on a design into one place.
We test which message customers understand and which encourages relevant enquiries, then assess the results.
What you receive
We agree what to prepare based on your product’s stage and what you need to get started.
The audience to start with
We identify the first audience, the problem they need to solve, who uses the product and who decides to buy it. We separate what we know from what still needs checking.
What sets your product apart and how to explain it
How your product compares with the solution customers use today, which benefit to highlight and how to explain it on your website and in ads.
Plan for reaching buyers
The channels to start with, the role of content and ads, and what needs to be ready for each channel.
Test and measurement plan
What to test first, how to define a relevant enquiry and what to measure before deciding to continue or change direction.
From strategy to execution.
Within the agreed scope, we develop messaging, content and ads and work on the chosen channels. We track the enquiries they bring and how well they fit the product.
Campaign management and production of the required assets are scoped separately from the strategy. User onboarding and retention programmes are outside this service.
Start with what you already know about your product and customers.
- A product demonstration, and how it is priced and sold.
- Who buys it today, if you have customers, and what you know about why they chose it.
- Your website, marketing materials and previous campaigns, if available.
- Your current goal, budget and resources for implementation.
If information is missing, we identify what needs research or testing before making a decision.
Questions about the service
Is it only for new products?
No. We work with products preparing to launch, and with existing products that need to review their audience, message or route to buyers.
How is it different from Growth Strategy?
SaaS GTM focuses on presenting your product and reaching the right buyers. Growth Strategy reviews constraints and priorities more broadly. We recommend the service you need and avoid overlapping work.
Does the service include customer interviews and market research?
We start with the available data and feedback. If further research or interviews are needed, we agree on their scope and how to reach participants before including them in the work.
Does it include user onboarding or retention?
No. This service covers audience, positioning, messaging and reaching buyers. It does not include implementing onboarding flows or retention programmes.
How do you measure success?
We first agree what a relevant enquiry means for your product. Then we track the number, quality and cost of enquiries using the channel data available, and use the findings to decide what to continue or change.
Do you guarantee a number of customers?
No. We agree what we will work on and how we will measure it, and review results before scaling.
Tell us about your product and who you are trying to reach.
We discuss your current situation and the decisions to make before your next marketing step.