The Value of Reading, Go-To-Market Strategies for B2B SaaS

The Growth Report #57

Happy Friday you welcome day of sunshine ☀️,

I hope you had a good week.

There is not much news on my end to share with you, so I’d say we go straight to…

...Today's topics

📈 Marketing Strategy:
Go-To-Market Strategies for B2B SaaS

🧰 Tools of the Trade:
Articles, Tools and Inspiration for Marketers

⛑️ Reflections from the Trenches:
The Value of Reading

📈 Marketing Strategy

Go-To-Market Strategies for B2B SaaS

In a recent newsletter from Lenny Rachitsky (it's paid, so can't link to the full article), he analyzed the GTM motions of 30 B2B SaaS companies.

I really want to share them with you, because I get this question so often and taking well-informed decisions on how to go to market impacts the success of a business to a great degree. So here we go:

The Three Go-To-Market Criteria

In the article he goes into detail between three major decisions that every B2B SaaS company has to make when they strategize how they want to go to market:

  1. What market segment to go after

    1. Very Small Business (VSB)

    2. Small and Midsize Businesses (SMB)

    3. Mid-market (10M - 1B in revenue)

    4. Enterprise (1B+ revenue)

  2. Who to go after within the organization

    1. Top-down: Founders, VP of x, Head of y, etc.

    2. Bottom-up: Internal tools engineers, IC designers, etc.

  3. How to get to them

    1. Product-led: A self-serve product that users discover through SEO, ads, or referrals

    2. Sales-led: A gated product that users discover through outbound sales

5 Takeaways of Lenny's GTM Analysis

When you look at the table in the image below, you see Lenny went into quite some effort to analyze these 30 companies along all of the five criteria outlined above. The main findings and surprising facts I found are the following:

  1. 100% of product-led companies end up adding a sales team, if not going sales-led completely

  2. Everyone moves upmarket—few go the other direction

  3. Almost everyone starts by going after VSBs or SMBs (aka startups)

  4. Everyone targets one (and max three) personas within an organization

  5. Sales-led companies often add a bottom-up self-serve product, primarily to drive lead gen

And here is the graphic that he put together for us (click on the image to make it larger):

In Closing

I know that these questions come a lot for most marketing leaders and it is sometimes hard to distinguish what the right move is. Just by knowing the criteria outlined above you will at least have a framework of how to think about your future GTM decisions.

And again, if you want to get more in-depth articles like this from Lenny, you can subscribe here.

🧰 Tools of the Trade:

Articles, Tools and Inspiration for Marketers

💬 Teams and communities matter.

“Never doubt that a small group of thoughtful, committed, humans can change the world. Indeed, it is the only thing that ever has.”— Margaret Mead

👨‍🎓 Marketing & Leadership Education

🤩 Brands and (digital) Products that caught my eye

  • RemNote - A note tool for networked thought. Similar to Roam Research.

  • DGMG Swipefile - A great selection of marketing campaign inspiration.

  • Type Studio - Super easy online tool to add subtitles to your video.

📚 Interesting reads

⛑️ Reflections From the Trenches

The Value of Reading

This quote on the value of books is too good not to share with you:

"If you love to read, or learn to love reading, you will have an amazing life. Period. Life will always have hardships, pressure, and incredibly annoying people, but books will make it all worthwhile. In books, you will find your North Star, and you will find you, which is why you are here.

Books are paper ships, to all the worlds, to ancient Egypt, outer space, eternity, into the childhood of your favorite musician, and — the most precious stunning journey of all — into your own heart, your own family, your own history and future and body.

Out of these flat almost two-dimensional boxes of paper will spring mountains, lions, concerts, galaxies, heroes. You will meet people who have been all but destroyed, who have risen up and will bring you with them. Books and stories are medicine, plaster casts for broken lives and hearts, slings for weakened spirits. And in reading, you will laugh harder than you ever imagined laughing, and this will be magic, heaven, and salvation. I promise."

I could not imagine myself a life without books. The person I would be if hadn't peeked into the brains of so many people with different opinions, ideas and adventures to tell.

'Books are paper ships to all the worlds', so let's keep exploring :)

That's it for this week.

Talk soon,