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Growth Science for B2B SaaS Companies from Mosaic Growth Solutions

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by Mosaic Growth Solutions

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63 episodes

Updated Weekly

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Podcast Overview

Lessons on how to grow your B2B SaaS business from executives, investors and marketing leaders from leading companies.

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Publishing Since

3/7/2024

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Recent Episodes

November 13, 2024

Is Your Pricing Strategy Holding Back Growth?

<ul> <li>Is Your Pricing Strategy Holding Back Growth? </li> <li> </li> <li>Let’s address a hidden growth lever in B2B SaaS: pricing strategy. </li> <li>Across the many companies we’ve worked with, the most common pricing “strategy” is to price a bit lower than the industry leader. But here’s the reality—this shortcut approach can hurt long-term profitability, brand perception, and customer loyalty. A thoughtful pricing strategy, however, can boost all three. </li> <li> </li> <li>To highlight how little thought goes into B2B SaaS pricing, Paddle found “that companies only spend 6 hours on their pricing strategy in the entire history of their business.” </li> <li> </li> <li>Here’s why “a little cheaper” isn’t a winning approach and why CEOs should rethink their pricing model: </li> <li> </li> <ol> <li>It misses the mark on prospect needs.Prospects may share similar goals, but their specific needs and priorities differ. Some value integration, others prioritize ease of use, and some want customization. When pricing doesn’t reflect these distinctions, it can turn prospects away or attract the wrong customers. </li> <li>It erases your differentiation.If your only advantage is being slightly cheaper, you’re not giving prospects a reason to choose you. Pricing should reflect your product’s unique strengths, not just its position relative to a competitor. </li> <li>It devalues your product.You’ve invested in building a valuable product; pricing it as “the discount option” downplays that value. Discounted pricing signals to the market that your product is second-rate, undermining your efforts to establish a premium or differentiated brand. </li> <li>It insures prospects will choose the market leaderIf prospects see you only as “a cheaper alternative,” they will go with the leader unless savings are substantial. Real differentiation is about adding value, not shaving off dollars. </li> <li>It ignores switching costs and perceived risk.Challenger brands face significant barriers with switching costs and perceived risk. Simply mirroring the leader’s price doesn’t address these concerns. Pricing strategies that consider these barriers can help gain customer trust and convert more effectively. </li> </ol> <li> </li> <li>To build a more effective pricing strategy, involve your marketing, finance, product, and sales teams in the conversation. As part of the process, make sure to address these three areas: </li> <ol> <li>Customer Needs: Use insights from marketing to understand what each customer segment values most and build pricing tiers or options that cater to those specific needs. </li> <li>Differentiation: Highlight your unique strengths and position your pricing as a reflection of that value. Your pricing should tell a story about your brand and stand out against competitors. </li> <li>Brand Integrity: Maintain consistent pricing that supports your brand image. A well-respected brand builds trust, and price integrity is essential for sustaining that reputation over time. </li> </ol> <li> </li> <li>Action Step for CEOs</li> <li>If you haven’t revisited your pricing strategy in the past year, consider holding a cross-functional pricing audit with finance, marketing, product, and sales. This audit can help you identify where your pricing may be misaligned with customer value and where opportunities exist to communicate your differentiation and reinforce your brand. </li> <li> </li> <li>Pricing is more than a number—it’s a strategic reflection of your brand and product value. Bring in marketing, shape your pricing around value, and avoid the trap of “a little cheaper.” Your customers, brand, and bottom line will thank you. </li> </ul>

November 12, 2024

The Demand Gen Death Spiral

The Demand Gen Death SpiralWe were recently brought in to do an assessment for a B2B SaaS company, when we looked at their data we quickly realized then were in what I call the "demand gen death spiral." Sounds ominous, doesn’t it? It should—this is a place no company wants to be, yet many end up there.When we recognize this spiral during an assessment, it’s like watching a horror movie where the characters make the choice to go down into the basement. You can see the disaster coming and wonder: why head in this direction?So, what exactly is the demand gen death spiral?The demand gen death spiral happens when companies divert resources from effective strategies to double down on ineffective demand generation tactics. This reallocation causes performance to decline even faster, while marketing teams and agencies cherry-pick positive data points to justify the increased spend. This selective view hides the bigger picture of overall performance decline.Warning Signs You’re in the Demand Gen Death Spiral:- Missing revenue targets- Decline in branded search impressions year over year- Drop in direct traffic year over year- A high percentage of paid search revenue tied to branded search terms- Rising cost per click and overreliance on PMax campaigns- Spending across multiple channels that generates high volumes of low-quality leadsUnfortunately, many B2B SaaS companies are caught in this cycle.How to Escape the Demand Gen Death Spiral:Stop, reassess, and return to marketing fundamentals. Shift your focus to understanding core performance metrics and building a strategy grounded in your brand and true value creation.

October 24, 2024

The Counterintuitive Way to Build Your B2B Brand

The Counterintuitive Way to Build Your B2B Brand When most marketers think about driving growth, they often believe the key steps are to:- Narrowly target prospects- Focus on promoting product features- Gate content to generate leads- Constantly introduce new creative to grab attention- Keep communicating until the prospect convertsThis approach is popular because it feels intuitive. If we believe we know the segment of people most likely to buy our product, the logical next step seems to be finding those ready-to-buy prospects, capturing their information, showcasing how great our product is, and then continuing to communicate with them until they’re convinced.Sounds reasonable.While this approach sounds intuitive, the research shows it’s actually wrong.Here’s the real way to build your brand:- Don’t target too narrowly. Despite the promises of intent data and martech, we often know very little about a prospect’s readiness—whether they’re in-market, familiar with your brand, or past buyers. This makes it largely ineffective to try to target based on readiness. Also, research shows your best audience for outreach is anyone who buys the category; it's not limited to the narrow criteria you define. Instead of hyper-targeting, focus on broad outreach to build awareness. - Build emotional connections. Don’t start with boring creative about what your product does, instead start by creating emotional resonance through storytelling, visuals, and messaging that your audience can connect with.- Offer value upfront—for free. Give potential customers a chance to experience your value with a useful tool, resource, or insight at no cost (including gating). It has to be genuinely valuable, not just interesting, and it must demonstrate your expertise. When you provide value first, you’re not just showing off your expertise—you’re building trust. - Make your brand distinct. Whether through visuals, messaging, or positioning, your brand needs to stand out and be memorable. Find those distinctive elements and stick with them - forever.- Don’t chase uninterested prospects. If your message resonates, your value is clear, and your brand is memorable, you’ve done all you can. If a prospect doesn’t engage, it’s either the wrong time or they don’t see you as the right fit. Don’t waste time chasing them. Focus on continuing to build your brand presence and let it do the work over time.

63 total episodes available

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What is Growth Science for B2B SaaS Companies from Mosaic Growth Solutions?: Lessons on how to grow your B2B SaaS business from executives, investors and marketing leaders from leading companies.
How often does this podcast release new episodes?: This podcast updates weekly.
Where can I listen to this podcast?: This podcast is available on 6 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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