• Alternative to: PointCentral, Enso
• Scope: Positioning insight, home page, sales deck

• Alternative to: iCIMS, SmartRecruiters
• Scope: Positioning insight, home page, sales deck

• Alternative to: Gartner, Forrester
• Scope: Positioning insight, website messaging

I work with post-PMF B2B SaaS companies trying to scale efficiently. They need to grow their customer base beyond early adopters and care about capital efficiency. They compete with both large incumbents and small entrants but need to win without outspending or outpricing their competitors. They already have a win-worthy product. All they need is stronger positioning and messaging so they can engage and convert better with every marketing and sales dollar.

I focus on depth. Others focus on speed. I invest three-four weeks in mining your unique positioning insight where your ambition, your product’s USP and your customer’s self-image converge. And I hold myself accountable for the performance of the resulting message that goes live. Others mostly spend 1-2 days building a product marketing canvas/table and then jump to messaging. They rely a lot on your and your competitor websites for research and ideas. And they use cookie-cutter templates to draft the copy. Then they tell you goodbye (they don’t take responsibility for the final output or the outcomes).

It takes 4-6 weeks to complete the project. And 2-5 months to make it a success. After the project is completed, I work with you to ensure you go live with the new positioning and messaging without hiccups and pitfalls, and that you achieve a meaningful lift in engagement and conversion metrics.

I spend quality time understanding your product thoroughly. Clients are consistently surprised to see how quickly I grasp the nuances of their offerings. Besides, I have spent 12+ years marketing B2B SaaS and worked with 40+ B2B tech solutions. That makes me quite comfortable with all things B2B tech.

There are typically three deliverables.

1. Positioning blueprint
2. Home page messaging
3. Sales deck messaging

You can see some samples and learn more when you book a call. 

I apply my proprietary One-Pointed Positioning™ method to discover and articulate your positioning insight. And similarly I have bespoke frameworks for home page and sales deck messaging. To see some samples and to learn more, you may book an exploratory call.

It depends on the scope of work and the size of impact. Most projects fall under one of these three packages .

I help all my clients with customer-facing messaging for home pages and/or sales decks as part of the engagement. This means, you will get a production-ready draft complete with storyboard for the visuals. This comes in a format that’s ready to get your designer started. I also handhold your design team from start to end so they are able to bring the draft to life effectively.

I am a solo consultant, so I work hands-on with every client, on every project. This helps me deliver high-quality work.

Be prepared to spend about 10-15 hours spread over 2 months. The founder-CEO and a project coordinator must be personally involved at every step. Others, like sales, product and marketing heads, are welcome, but optional.

I do conduct in-office sessions if you prefer that. The travel and stay is billed separately.

When the goal is to improve outcomes, the number of iterations and revisions don’t matter. I offer unlimited iterations and revisions but guardrail feedback to ensure we are making the output better and not worse. Whenever we hit differences of opinion, we discuss and choose a way forward. The idea is to do what’s ‘actually’ good for you, not what ‘looks’ good.

Firstly, we have to understand that positioning is not about likes and dislikes, it is about discovering your unique insight, and then testing it to make sure it is improving your north star metrics. We approach the whole exercise likewise. Whenever we land in a situation where you don’t like something, we go back to the first principles and ask ourselves the fundamental questions about what’s your ambition, what’s your product’s USP and how’s your customer different. Once we agree on the insight and the idea, we then iterate and improve on the best words to express it. The final go-ahead however, comes from your prospects. The right kind of buyers have to click and convert!

Between you and I, we track the performance after you go live, and figure out what’s working and what’s not. We then optimize your messaging or positioning and retest it. We do this until we are happy with the results.

Use your positioning blueprint as the guiding light for all your GTM, product marketing, and content marketing efforts. This will earn you not only the interest but also the trust of your audience - because they will see and hear the same idea in different ways, across touchpoints.