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B2B SAAS Go To Market Checklist
B2B SaaS Go-To-Market Checklist: A CEO and Marketing Director’s Guide
Launching a B2B SaaS product is no small feat, and your go-to-market (GTM) strategy is the important part of the process that determines whether you succeed or stumble. As a Founder, CEO or Marketing Director, having a comprehensive B2B SaaS go-to-market checklist is essential for executing a clear, structured, and effective plan. At Brainiac, we love sharing all the information we have to help increase your likelihood of success. Below are all of the main steps to keep in mind prior to launch.
While prepping, book a consultation below to start the process of your B2B Explainer Video and we'll get you in motion for the perfect video production to help increase your visibility and facilitate your early stages. If you are still raising funds, we do fundraising videos as well, so let us know as soon as you're ready to make an impact with either investors, other businesses or consumers.
Step 1: Conduct Thorough Market Research
The first step in your B2B SaaS go-to-market checklist is to find out everything you can about the market your product is looking to tap. Without any knowledge of the landscape, you’ll be facing a lot more obstacles. Market research is your starting point, and it needs to be comprehensive.
Start by defining your target market. Who are your target customers? What problems do they have that your product can solve? Use tools like surveys, interviews, and social media to collect insights. Additionally, dive into competitor analysis. Understanding what works for other B2B SaaS companies in your industry will help you lay out a roadmap per sei.
Tools to help you research information on your potential buyers might include Qualtrics, Quantilope, (an advanced consumer insights dashboard), Survey Monkey (a well known survey provider), and Google Trends ( see what people are searching).
Key Actions:
Identify your target audience.
Analyze competitors, what they offer and current market positioning.
Gathe feedback from existing customers or beta users.
Review reports on your industry, surveys, and online communities to spot trends.
Combine the above information to help you develop a marketing plan and target audience profile.
Step 2: Define Your Value Proposition
Once you’ve conducted your market research, the next step in your B2B SaaS go-to-market checklist is identify your value proposition. Your value proposition tells consumers and even your stakeholders the unique benefits your product. Here you define what problems the potential customer has how your product solves them in a way that is superior to others.
To build a strong description of your value proposition, document the following:
The problems your product solves: What are the problems your target market faces? Address these directly in your messaging.
Unique Features Your Product Offer: What makes your product different from competitors? List everything that sets you ahead in the race, whether it is competitive pricing or more features and flexibility.
Practical Benefits: How does your product improve your customers’ bottom line, either directly or indirectly? Speak to the Return On Investment your product delivers.
Make sure your value proposition is written with total clarity and that it resonates with your target audience. This information will be the basis for messaging in all your marketing efforts, so it should be thorough and well thought out.
Key Actions:
Overview of how the producrt solves your target audience’s problems.
Articulate both the functional and emotional benefits.
Tailor the message for specific customer segments.
Step 3: Develop a Pricing Strategy
Deciding the price of your SAAS product is often considered one of the most challenging parts of launching a B2B SaaS product. Your pricing strategy should be based on an understanding of your product’s value, your target customers, the cost to keep your product and business running and market conditions. Pricing too low can make your product look worthless and even harm the industry in the long run, while pricing too high can keep people from buying.
Look at the competition and the actual value you bring the client, as well as how easy it would be for others to duplicate your business and efforts. Stay competitive yet know your worth.
Key Actions:
Understand the pricing models your competitors are using.
Test different pricing tiers or models.
Align your price with customer perception of value.
Step 4: Build a Strong Marketing and Lead Generation Plan
With your market research, value proposition, and pricing in place, it’s time to focus on lead generation. You will need great videos to run for your lead generation campaign. These videos can be run as ad, added to newsletters and put on your site. Making a SAAS explainer video, even during your fundraising stage is key. And generating a lead generation version is also very important.
Sending the video out via LinkedIn messenger and running ad campaigns with lead generation forms on Linkedin and Facebook is also a very wise idea.
Create a multi-channel lead generation strategy that includes both inbound and outbound generation. Content marketing, SEO, paid ads, social media, and events are all powerful tools for generating leads.
Make sure your sales team and marketing are coordinated to work together perfectly. Provide your sales team with the tools they need to follow up on inbound leads effectively and efficiently. For inbound, your website should be optimized to capture emails and offer valuable resources (e.g., whitepapers, webinars) in exchange for contact information.
Are you looking for brand recognition or straight sales?
Once you know your goals, find creative team. For logo design and brand identity, you can check out SketchDeck. For brand-aware Video Production consider Brainiac Pictures, which provides Product Videos and Lifestyle Videos for brands, Explainer Videos for SAAS and B2B Companies, and Social Media Videos for both organic and paid advertising campaigns.
Using insights from your market research will allow you to identify your target buyer and create proper lead generation campaigns to reach them
Key Actions:
Create content marketing, video campaigns and SEO strategies to drive traffic and collect leads or encourage buyers
Utilize social media to communicate with potential customers.
Gather leads from your marketing efforts and inform your sales teams to streamline lead follow-up.
Step 5: Build an easy-to-understand Website
Your website will be one of the most important destinations for potential customers. Any work done to connect with them on social media or at events will be solidified the second they land on your website. Make sure your website speaks to your target audience by addressing their needs, showing the benefits of your product, and making it easy for them to convert. Understanding your target will allow you to provide the best customer experience.
The website should also be optimized for search engines. High organic search rankings will help you attract potential customers without spending money on ads. Use strong SEO practices by including targeted keywords throughout your content and meta descriptions. This will drive relevant traffic to your website and improve your conversion rate.
Key Actions:
Make sure your website clearly communicates your value proposition.
Optimize for SEO to attract organic traffic with excellent content marketing and webpages that feature videos (this helps google take your content seriously when it is accompanied by original photos and videos..
Include clear calls to action that lead visitors to conversion.
Step 6: Create Amazing B2B Videos
Work with an Expert Video Production Company
You can start this process at the same time as starting your website. Typical turnaround times for B2B Video Production are between four to six weeks from script approval. At Brainiac, we base your screenplay on the information you provide us in your client dashboard, allowing all your stakeholders to chime in on the information that is necessary to share. if you are a SAAS, a combination of a live host, screengrabs, motion graphics, and light stock footage is often used to communicate what your B2B does and how it can solve another business's problems.
Our hosted B2B Videos establish trust in ways that cheap cartoons and whiteboard videos fail to do.
The Process Of Commissioning Your Video
We at Brainiac make this process very easy on you, so bookmark this site for when you are ready to get going. You can also book your consultation now by scrolling to the bottom of the page and choosing a time for zoom call. Once hired, we give you a client dashboard as a Google sheet for you to enter all of your product's features and services.
You will also be able to upload all of your brand assets and any information needed. Brainiac then turns your information into a well-optimized screenplay. You next book a script call with your director to go over casting, location and motion graphics style, and your video is now in motion.
Make it look great and the right cast
As a CEO or marketing director, you already know that it is important to be relatable to the audience you seek to sell to. Understand that creative video productions aren’t just about having a camera and hitting record. Hiring a team that understands how to do the research, base it around keywords and information given by you to the director, and cast the right actors to make the product reliable is equally important.
Brainiac brings you high-quality footage, clean audio, effective lighting, and proper editing. Whether you're shooting a product video to showcase your latest offering or an explainer video to launch something new, ensuring that the video looks polished is key to delivering video that cuts through the noise and makes your product or service approachable..
Optimizing for Distribution
Once your creative video production is complete, the upload process begins. Brainiac has optimization on our mind as early on as during the screenwriting phase and gives you all of your hashtags, descriptions and other information to help the SEO of your video for each of the chosen platforms. For social videos, you should focus on creating short-form, attention-grabbing clips. Facebook, Instagram, YouTube Shorts and TikTok are where quick, high-impact visuals dominate. Using a combination of UGC and pro shots give your videos the best chance of avoiding the swipe while building brand trust.
Product videos can be used on your website’s product pages, in email campaigns, and on eCommerce platforms. These can also be skewed to run as commercials on TV, Programmatic and YouTube.
Explainer videos can be used on your website and all over the web, from embedding on landing pages to onboarding emails, or even as part of a larger marketing campaign. Successful distribution strategy is key to the video being seen by the right people at the right time and should be decided before you start shooting, so the content is skewed for each platform in the right way.
Engage in Content Marketing
A strong content marketing strategy is essential for any B2B SaaS go-to-market plan. By producing valuable, informative content that resonates with your target market, you can establish your company as a thought leader in the industry and drive both lead generation and customer retention.
Content can come in various forms, such as blog posts, case studies, whitepapers, and videos. Use your market research to ensure the content speaks directly to the pain points and needs of your target customers. Additionally, content marketing is a great way to improve your SEO and increase organic traffic to your website.
Key Actions:
Create content that answers customer questions and solves their problems.
Focus on educational and thought-leadership pieces.
Promote content on social media and via email marketing.
Step 7: Sales Enablement and Training
Your sales team is the bridge between your company and potential customers. Providing your sales team with the right training, tools, and resources is essential to increasing the chances of conversion.
Equip them with case studies, product demos, and a well-articulated value proposition to help them close deals more effectively. Regular training is also crucial. As new features are added to your product or as market dynamics change, your sales team needs to be up-to-date on the latest product developments and customer feedback.
Ensure there’s a seamless handoff between marketing and sales. Marketing should provide leads that are well-qualified, and sales should be empowered with the right information to turn those leads into paying customers.
Key Actions:
Develop a sales enablement program with the right resources.
Provide ongoing training for your sales team.
Maintain alignment between marketing and sales efforts.
Step 8: Make sure your customer is happy
Your work doesn’t stop once you acquire customers. The success of a B2B SaaS company is heavily tied to customer retention. The longer you retain customers, the more opportunities you have to upsell, cross-sell, gather commercials and build long-term relationships.
Regularly solicit customer feedback to ensure your product is meeting customer expectations. Create a customer success team that’s focused on helping customers get the most value from your product. Address any issues promptly to ensure customers remain satisfied and loyal.
A strong focus on customer satisfaction can lead to valuable customer feedback, which will inform future product developments and improvements.
Use data analytics tools to track campaign performance in real-time. Some of the tools available include SuperMetrics (providing marketing insights from dozens of data sources), Oracle (a data science company that gives brands a better understanding of their audience), Tableau (data visualization leader) and IBM (considered a topic analytics maker who started as a pioneer in personal computers). Analyzing engagement rates, conversions, and return on investment (ROI) allows marketing directors to adjust their spending for better results.
Key Actions:
Implement a customer success program to enhance retention.
Use customer feedback to improve the product.
Monitor customer satisfaction regularly and address any concerns.
Step 9: Measure and Optimize Marketing Efforts
Once your B2B SaaS product has been launched, track and measure the success of your marketing efforts. Use analytics tools to monitor traffic, conversions, and other key metrics that align with your goals. Analytics tools that may be helpful include SuperMetrics for marketing insights, Oracle for helping you understand your audience, Tableau for data visualization, and IBM for topic analytics. Using these tools along with Google Analytics can be very helpful in understanding performance outside of just watching your sales data.
Understanding your onsite user behavior will help you evaluate how effective your SEO content marketing is, and if your social media campaigns are bringing in the right people. Look at metrics like website traffic, lead conversion rates, and customer acquisition costs to figure out what needs improvements within your sales funnel/pipeline.
Key Actions:
Monitor KPIs such as website traffic, lead conversions, and customer retention.
Continuously optimize your content and campaigns.
Conduct regular A/B testing to improve conversion rates.
This B2B SaaS go-to-market checklist is should give your SAAS a place to start. As soon as you're ready for a great launch, reach out for all of your content and video production needs by booking an appointment below.