Welcome back to The SaaS Playbook, a bi-weekly rundown of the top articles, tactics, and thought leadership in B2B SaaS. Not a subscriber yet?
🥜 Most operators consider content strategy to be a marketing activity, not a sales one, but Nutshell CRM is here to change your mind. It’s their view that salespeople can create great content because their message should naturally showcase the features and benefits of your product, how it helps buyers, and ultimately, entice more sales. They break down six types of sales enablement content for your team to add to their arsenal. The easiest (and most powerful in our opinion) is social proof – amplifying the customer testimonials, reviews, and endorsements your reps produce. It’s the least work intensive (we aren’t publishing whitepapers here!), so it’s a logical first step in your team’s sales enablement content journey.
💞 It’s been almost three years since the pandemic and work from home took off, and during that time, many employees felt unconnected to their employers. Couple that with a hot job market and competitive salaries, and you get software companies seeing a fair amount of employee attrition. 3x B2B SaaS founder Kay Iverson shared his own operating framework which addresses how you can solve that problem and better engage employees. The frameworks focused on thoughtful areas outside of the obvious ones like better compensation or work flexibility – empowering teams, focusing on outcomes rather than output, and providing real employee ownership.
🎂 We have seen a lot of ICP templates in our day, but FullFunnel’s guide for defining your ideal customer might take the cake. They cover much of what you would expect, including the core elements of a well defined ICP, the ordered steps to map it out, and a template you can use to organize your thoughts. But before even diving into the nitty gritty, they cover an under-appreciated aspect of cracking the ICP code – its buying committee. A buying committee is the group who influences your target accounts, the key word being group. Lots of marketers focus on targeting the single person they perceive to be the decision maker, when in reality, there are typically 3-4 people with meaningful say in the buying process.
🎖️ We’re big believers in the idea that everyone should work in customer service at least once in their life. Typically, customers aren’t reaching out to provide glowing reviews of your product, they are reaching out to support when there’s an issue. Being down in the trenches with your support team is essential for so many reasons; but most importantly it provides insight into how your product is working outside of controlled environments. From a strategic standpoint, your marketing and C-suite can garner more authentic feedback to answer questions like, “are we highlighting the right value proposition?” For the dev team, it can highlight if you are building the right set of features to meet your markets’ needs, or are you overwhelming them with useless bells and whistles.
As always, if you or someone you know is considering selling, taking investment, or even looking for a bit of debt (we do offer debt for growth) we might be able to help out. Just reply to this thread and we can get acquainted. We may or may not be a perfect fit, but we’re always up for meeting SaaS founders and extending our network where helpful.