How do you make your message stand out in an increasingly competitive SaaS / Tech industry where many Businesses increasingly have identical or highly similar offerings?

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3 Answers

Messaging Strategy

Polomi Batra

Zendesk Director of Product Marketing • 2y

This is a good question and a very hard problem to solve in a saturated SaaS/Tech industry. Here are a couple of principles I typically try to follow when solving for this problem: Develop a unique value proposition: Identify what makes your product different from the competition. It could be a unique feature, better pricing, superior customer service, or a focus on a specific niche. Your value proposition should be clear and compelling. Tell a compelling story: Craft a compelling product narra ...Read More

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Aneri Shah

Ethos VP Marketing | Formerly Meta, Microsoft • 2y

When your product or solution isn't sufficiently differentiated, focus on the other key aspect of your positioning: the audience. Who is your product disproportionately better for? While many products in a given category may be highly similar, is there a user persona for whom your product is better, e.g. a specific vertical, geography, company size, or role? Don't be afraid to take a strong POV and use your messaging to lean in to a specific persona until you have deep penetration within that se ...Read More

1,265 Views
Linda Su

ServiceNow Senior Product Marketing Manager | Formerly Deloitte, Salesforce • 2y

Owning the narrative in your market is critical but also challenging to do when there are lots of competitors, your market category may be evolving or you're creating one, or you see others start to copy your messaging. Here are several ways to stand out: Identify your unique differentiation and angle (hint: it's more than just current features): First evaluate this from a product standpoint. What sets your product apart? Talk to customers and understand why they chose you, and then align with l ...Read More

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