GTM strategy for B2B SaaS - validating product market fit
I’ve consulted on a number of GTM strategies specifically for B2B SaaS brands - my area of expertise revolves around leveraging marketing and digital for customer acquisition and growth yet when entering a new market, I tend to work with the product marketing team quite closely so I do posses some insights on the overall GTM strategy for B2B SaaS. For this specific example, the focus of the work was on the United States Go-To Market strategy for a HealthTech B2B SaaS product.
It’s key to find (an initial) product/market fit, and specifically the validation process which could look like this:
Identify a customer & problem set
Offer an unique value proposition
Prove a solution that delivers that value
Refine/define revenue streams
If looking at it from a perspective of learning:
The problems identified in the customers engaged with are representative of the market as a whole
Whether the value proposition(s) resonate, and if so, what the optimal messaging is
Whether the solution works
And what the optimal pricing model is / could be.
This could also be further validated (or potentially invalidated) by doing the following:
Conducting 15 customer discovery interviews with each customer segment to validate/invalidate whether the problem exists - Approaching for discovery alone (rather than selling) can make it easier to get a foot in the door, and of course build a pipeline for later.
Testing two different value propositions and comparing open/conversion rates via an email campaign, landing page or cold LinkedIn outreach
