“Earlier this year, we changed our messaging, and it worked well for the first six months. It was easy to digest, and people wanted to talk. Until recently….. In August, 30% dropped out of our pipeline… gone.”
It’s just one of the stories I heard this week from B2B SaaS CEOs in my network.
The cause: The economic crisis kicking in in Europe.
So what do you do? Here’s one of the responses:
“It was a wake-up call. And we changed our messaging again. Where the initial message was about ‘Make more sales with less effort’ we’ve now changed it to “Fill the gap in your pipeline.”
Here’s the thing
Market dynamics change plans and priorities for everyone. So abundance can change into scarcity overnight. And as such, where customers earlier this year needed the focus to win the right deals, they now need the insights to win enough deals.
And that’s why it’s vital to reflect regularly on whether you’re still optimally positioned with the reality of your ideal customer. Often your solution is still ultra-relevant – but if your message is not….inbound traffic drops…
Question for you to reflect upon
What’s changing for your ideal customers? On a scale of 1-10, how relevant is your current SaaS message to address these new realities?