B2B SaaS companies differentiate in the exact same way as all their competitors. It seems like a joke, like this cartoon by Tom Fishburne. So I went to G2, picked marketing automation category, SMB segment. This is one of the most competitive categories of all time. So these guys really want to stand out from the crowd, right? Right? So what do they lead with on their home page? Hubspot: "Grow better with Hubspot" Mailchimp: "Turn Emails into Revenue" Omnisend: "Send email & SMS that really sell" Brevo: "Grow with our email marketing and CRM suite" ActiveCampaign: "Power your growth with marketing automation" Bird: "Maximize the ROI of Email Marketing" Getresponse: "Maximize revenue with advanced email and marketing automation" ConstactContact: "We’re here to help you grow." Clevertap: "Unlock Limitless Customer Lifetime Value" Keap: "Grow your revenue" All these guys communicate as if they are the only one doing what they're doing. If you're ther category king, you can get away with it. Everyone else is just losing customers to the category king. 97% of B2B websites would perform *much* better if they didn't sound just like everyone else. 1. Lead with a headline that only you can write. 2. Mention your onlyness in the above the fold value prop. 3. Everything can be copied, so lean into something your competition won’t want to copy (e.g. personality).
@peeplaja This is the problem with zero understanding of how to define, create and develop a distinctive 'voice' (verbal identity, tied to the brand strategy)
@peeplaja This Is interesting take, but how do we know it will work better?
@peeplaja And that’s what unique personalisation..it’s hard to do and hence many avoid it!
@peeplaja 1/2 What do you think of the following alternative catch lines: "Hubspot: Where Growth Finds Its Groove" "Mailchimp: Turning Inbox Buzz into Business Bucks" "Omnisend: Crafting Conversations that Close" "Brevo: Your Bridge to Boundless Business Growth"
@peeplaja Did you see this one? business.linkedin.com/content/dam/me…
@peeplaja This is just as important with B2B companies as B2C companies. Your services shouldn't be able to be replicated easily.