The Overview #46

Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.

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How are you segmenting your buyers?

This is a great thread from the Queen of Buyer Personas on how you can segment your buyers. Job title isn’t always the right way

In positioning work with a cybersecurity company we’ve segmented personas by the role they play, not the job title.

Adrienne also suggests segmenting by:

  • The jobs-to-be-done
  • Company size
  • Industry
  • Usage
  • Pain-points

And remember that personas are discovered, not created – so forcing your customers into groups that don’t really exist is pointless. Keep your mind open and look for the patterns.

If you asked customers what they want…

Although the quote is commonly misattributed to Henry Ford, if you asked your customer what they wanted… would they ask for a motor vehicle, or a faster horse, or just a more comfortable saddle?

This is a great example of why treating customer requests as a source of product roadmap items is always a trick. You need a strong, reliable way to:

  • Gather feedback and insights
  • Identify themes
  • Explore opportunities
  • Validate, iterate, test

Founder go-to-market stories

Crane (VC, who also sponsored scholarship places on our WTF is Go-To-Market? cohort course!) have published what will hopefully be the first of many interviews with founders, focusing on their go-to-market experiences.

The first one from Tessian is great.

I would suggest to founders to think very deliberately about what kind of company they want to lead and then what product they want to sell so as to be more intentional about what go-to-market model would work best. 

As product marketers, we can help to guide and iterate when founders think about go-to-market. Making decisions about the type of company you want to build will impact the product, pricing, marketing, sales, and structures you implement.

Swipe File: The 10/90 messaging hierarchy

???? When you become a free Building Momentum subscriber, you get access to my exclusive product marketing swipe file! Click here to find out more.

Whenever you’re producing a piece of collateral (whether PDF, webpage, email, ad, or whatever), what should you cover?

This image (from a post on eCommerce homepage copywriting, but it works!) is a great crib sheet for making collateral that attracts, engages, and inspires someone to take action.

One to save and keep on your desktop.

Thanks for reading! Let me know what you thought – find me on Twitter and LinkedIn.

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