B2B SaaS Marketing Mistake #3: A Weak Offer
Building solutions nobody wants to buy
Hey there,
Welcome to the series on “5 Fatal B2B SaaS Marketing Mistakes“. If you missed part 2, you can read that here.
Today we're talking about—
MISTAKE #3: CREATING A WEAK OFFER
You've identified your beachhead market. You're using fast-feedback marketing tactics. You're reaching the right people. But no one’s buying.
This is the classic sign of a weak offer.
This happens when:
Your solution doesn't deliver enough perceived value compared to existing solutions (the switching cost feels too high)
You're solving a problem that customers don't actually care enough about
You're addressing only part of a larger need, not the complete solution they're looking for
You've failed to communicate your solution's value in a way that motivates people to take action
Your pricing doesn't align with your solution's perceived value (too high OR too low)
SO WHAT'S THE FIX?
Research how your target customers handle this problem today:
Analyze competitors thoroughly - Read customer reviews, compare pricing, test their products and services, and spot the gaps they're missing.
Observe real behavior - Dive into online communities where your customers hang out. Look for repeated complaints and DIY workarounds.
Talk directly to prospects - Ask about their current process, not your solution. What frustrates them? Where do they waste time? What have they tried before? Avoid pitching.
Then, make your offer dramatically better in ways customers actually care about:
Price: Cut costs significantly below competitors
Speed: Deliver results in half the time or better
Reliability: Provide uptime when competitors fail
Learning curve: Make it learnable in minutes, not days
Scope: Solve critical problems competitors ignore
Time saving: Automate hours of manual work
Insights: Deliver actionable data for better decisions
Workflow: Eliminate unnecessary steps
Integration: Connect seamlessly with their daily tools
Don't aim for small improvements. You need a substantial advantage in at least one key area that matters to your customers. The more dramatic the improvement—and the more your customers care about that specific attribute—the stronger your offer becomes.
ACTIONS
Do customer research (competitor analysis, observe real behaviour, talk to people)
Choose ONE or TWO key attributes where you can deliver a measurable improvement
Rewrite your value proposition to highlight this advantage(s)
Test different price points that reflect your soluton's true value
Retest your offer with new prospects
NEXT TIME
You've chosen your market. You're using fast-feedback tactics. Your offer is solid. Now you need to convert interested prospects into paying customers. But without defined goals, you risk building a business that can't actually support your vision.
Until next time,
JP