Opinion: Giving SaaS a Voice in Content Marketing

PMM’s should find foundations in person-first messaging and positioning to grow a stellar product.

Product-led growth doesn’t mean product-led messaging.

When you drill all the way down to the microscopic levels of closing a sale or retaining a customer, the common thread is humanity. As a PMM, it can be easy to fall back into habits of writing product messaging and positioning from the POV of the product.

“XYZ Software can save you so much time!”

“XYZ Software has more features than any competitor in the marketplace.”

But this kind of talk still puts distance between your value and a customer’s consideration. Your purchasing decision maker still has to connect those last few dots between product feature and what it will change for me.

For proptech SaaS, we’ve connected with B2B purchasers faster using styles like:

“As auspicious independent brokers, you’re looking for tech that not only sets your firm and your agents apart from the competition, but truly solves the day to day headache of managing transaction tasks. With XYZ Software, you lead the market in on-demand valuation, intelligent digital lead generation strategies, and time-savings for agents and staff that creates opportunities for more human connections.”

Short, quippy messaging like the product-led statements above can be distilled from a person-first narrative. Showcase what your audience will do not what they could do. Forecast what they will become not just a list of doors they could choose.

“Your agents will see drastic changes in lead quality and volume, and you’ll see changes in agent quality and volume, too.”

When you form your positioning with person-first language and narrative, you’ll quickly see that empathetic voice translate into sales conversations, product education, marketing engagement and more — realigning your product’s mission across your organization without your team feeling the need to ‘memorize’ feature lists.