Solved: Overwhelmed Founder Needs Go-to-Market Strategy Advice

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your B2B SaaS product in the environmental controls industry. It sounds like you've built something good, and now it's all about getting it in front of the right people.

Let's break down some of the things I'd be considering, based on my experience working with B2B software companies like yours.

We'll need to look at who your customer is...

The first thing is really knuckling down on your ideal customer profile. You're targeting businesses who want to reduce their carbon footprint, but what *kind* of businesses? What's their size, industry, and current pain points? The more specific you can get, the better. We have run ads for enviromental companies and this has really helped.

Think about:

• What are their biggest challenges related to environmental controls? Is it meeting regulations, reducing energy costs, improving their brand image, or something else?
• Who are the decision-makers in those companies? What are their titles, responsibilities, and priorities?
• What does their typical buying process look like? Who is involved, what information do they need, and what are their concerns?

Once you have a detailed picture of your ideal customer, you can start to tailor your messaging and marketing efforts to their specific needs and interests. This isn't just about saying "reduce your carbon footprint"; it's about showing them how your product solves their specific problems and delivers tangible benefits.

Actionable tip: Interview a few of your potential customers and ask them about their challenges and priorities. This will give you invaluable insights into their needs and help you refine your ideal customer profile.

I'd say you need a solid website...

A strong website is essential for B2B SaaS. It's often the first impression potential customers will have of your business, so it needs to be professional, trustworthy, and persuasive. Just had a quick peak at your website and I can see why the ads aren't working for you.

Make sure your website:

• Clearly communicates the value proposition of your product. What are the key benefits for your customers?
• Showcases the features and functionality of your product. Use screenshots, videos, and demos to show potential customers what it can do.
• Provides social proof. Include testimonials, case studies, and reviews from satisfied customers.
• Has a clear call to action. Make it easy for people to sign up for a free trial, request a demo, or contact you for more information.

We use a copywriter who specialises in saas as a landing page with persuasive copy is really important to get people interested. Also, you might want to offer a free trial to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later

Actionable tip: Review your website and identify any areas that could be improved. Get feedback from potential customers and make sure it's easy to use and understand.

You probably should build out an email list...

Building an email list is crucial for nurturing leads and turning them into paying customers. Offer something valuable in exchange for email addresses, such as a free e-book, a white paper, or a webinar.

Then, use email marketing to:

• Introduce your product and its benefits.
• Share valuable content related to environmental controls.
• Offer special deals and promotions.
• Announce new features and updates.

Email marketing is a cost-effective way to stay in touch with potential customers and keep them engaged with your product.

Actionable tip: Create a lead magnet that's relevant to your target audience and offer it on your website and social media channels. Promote your email list through ads and other marketing efforts.

You'll need the right ad platform...

Choosing the right ad platform depends on your target audience and your budget. The main consideration is that you want to reach businesses that are actively searching for a solution like yours. Based on this, I think Google Search Ads will be perfect for you.

Things to think about:

• Your ideal customer persona and where they can be reached on.
• What keywords they may be searching for when they need your services.

For example, you could target keywords like "carbon footprint reporting software", "environmental compliance solutions", or "sustainability management tools".

Your other main option for B2B markering is LinkedIn. The B2B targeting options you have available are very narrow and specific, this can be a great option if you want to reach specific decision makers in specific industries.

Actionable tip: Get a list of your target audience and make sure this lines up with your chosen ad platform. A good fit will always bring the best results

I've detailed my main recommendations for you below:

Launching a B2B SaaS product is a marathon, not a sprint. Be prepared to invest time and effort into marketing and sales, and don't be afraid to experiment and iterate along the way. It can be overwhelming for someone who is just starting out!

If you are struggling with your go-to-market strategy, you might want to consider expert help. We've helped quite a few software companies launch and scale their products, and we have a proven track record of success. It makes a difference when you hire someone who has been there before. Especially if it's a B2B SaaS, as they can be difficult to market.

If you'd like to chat more about your specific situation and how we can help, please feel free to book in a free consultation. It's a no obligation chat and we can offer you personalised guidance, based on your needs.

Regards,

Team @ Lukas Holschuh