Here’s how a major European telecom service provider, Swisscom, created a value proposition for a SaaS product that does just that. Substantiate: Buyers have to believe that you can deliver on what you say.Differentiate: Buyers have to understand why you stand out from other available options.Resonate: Buyers have to want and need what you’re selling.Customers will understand the value of your B2B SaaS offerings when you clearly communicate why they are relevant to them and why they are different from competitive offerings.Įvery strong value proposition must do three things: What may seem like an obvious benefit to you may not be as clearly understood by a potential buyer. Never take the value of your apps for granted. For example, if you offer Microsoft Office 365, then adding a Symantec security solution for office productivity is a smart move.Īs you evolve your software ecosystem with services that are targeted to different buyer segments, you can significantly increase the revenue generated by your marketplace. Expand: Once you see that your buyers are comfortable with the apps you offer, you can expand your catalog to include adjacent and / or specialized applications.Keep your customers informed with webcasts, tutorials, and access to a knowledge center where they can go to learn more about their solutions.
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Here’s the full approach-land, engage, expand-that you should take when building out your catalog of applications: By curating the choices that your buyers have, you are acting as an expert advisor, steering them to the solutions that will most effectively address their pain points. That’s why you need to start small with software that is highly targeted to your potential customers.
When there are too many apps in a digital marketplace, buyers will quickly become overwhelmed. That experience for B2B SaaS buyers, on the other hand, is completely different. When you walk into a store and see the shelves stocked with products, it may seem like you’ve hit the jackpot after all, the store is almost certain to have what you’re looking for. Curate a small, highly targeted app portfolio Each strategy below contains important advice and tips, and taken as a whole, our 10 keys to selling B2B SaaS provide a practical roadmap to help you succeed.
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In today's digital economy, software is sold, not bought, meaning providers must take an active role in educating, engaging, and supporting buyers.īest practices for how to sell B2B SaaS effectively-especially in digital marketplaces-can be hard to come by, which is why we've collected 10 strategies that are being used by some of the world's most successful providers. It may be easier than ever for companies to buy software, but that doesn't guarantee success for providers. Procurement processes that used to take months can now be completed within minutes using a credit card and just a few clicks. For businesses, the change has been dramatic, particularly when it comes to software. Cloud commerce has completely transformed the way people buy and sell almost everything.
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