My Linkedin feed is full of people either praising, promoting or asking for recommendations for the next tool to make them better marketers. And in comes a list of hundreds, if not thousands of marketing technology solutions that are out there hovering to pitch their product to you.
It's tough times, and a lot of SaaS companies, especially smaller ones are struggling to make themselves seen and heard.
And from the buyer's view, they are inundated with so many options. And they are facing what’s termed as “Solution fatigue”. There’s too many options for getting one thing done. Everybody claims that they are better, faster, more efficient and effective than their competitors in the market.
The need of the hour is CLARITY.
For the b2b technology buyers
- Beat the solution fatigue by clearly stating the problem they are trying to fix
- Build a no fluff narrative of why they think they need a third party solution to the problem
- Sift through their existing tech stack to check if any of the tools they currently use already have a solution for the problem instead of onboarding a new tool
- Will the tool they are evaluating make them move faster? Or will it drive more impact than the current setup that they have.
- With technology, its always garbage in, garbage out. Do you have the resources, tools and data to run the new tool that you onboard as it was intended ? If the product’s integrity is compromised, it will be a cost drain versus a revenue accelerator for your organization
- Check if you or your team are trained to use the product, is the customer support and education provided by the vendor in line with what you need to succeed?
For the B2B technology vendors
- Figure out how to rise above the noise while remaining authentic
- Find clarity in explaining the exact features, and their benefits to the buyers
- Develop a value proposition and messaging that's based on facts rather than speculation , of just to create a halo effect for your brand
- Deliver what you promise
- Make it easy for the buyer to seamlessly integrate your solution in their day to day process. Your solution should eliminate bottlenecks, and not become one
- Provide resources, training and support for the customers to seamlessly onboard and continuously educate themselves about the product and its use cases
- Sellers go back to the basics of: Product | Price | Place | Promotion | People
Both buyers and sellers need to dig deeper into the core purpose of getting together. What is the problem they are trying to solve?
How are they going to solve it?
Why is working together the best solution to the problem?
Dig deep versus wide for these answers. Your search will result in numerous answers that will cover the entire spectrum of questions that are possible to ask.
But no search or generative AI can build one suggestion, one answer that aligns with your fundamental needs unless you dig deeper.
What is that one question that you think will bridge the gap between the seller and buyer?