B2B Saas Marketing Mistake #5: A Bad Strategy
Aimlessly throwing stuff at the wall isn't a (good) strategy...
Hey there,
Welcome to the series on “5 Fatal B2B SaaS Marketing Mistakes“. If you missed part 4, you can read that here.
Today we're talking about—
MISTAKE #5: HAVING NO CLEAR STRATEGY
First off, what is a strategy? Your strategy is how you plan to win and achieve your goals.
Most B2B SaaS startups have what I call a non-cohesive strategy—or worse, no strategy at all.
A weak or missing strategy shows up as:
Unclear positioning in the market
Difficulty clearly explaining your competitive advantage
Internal confusion about company direction and priorities
Inability to say "no" to opportunities that don't align with your core vision
Excessive pivoting without validating assumptions
Messaging that fails to resonate with customers
Marketing channels that don't reach the right people
Products that don't stand out from alternatives
Without strategy, you're just throwing tactics at the wall hoping something sticks.
SO WHAT'S THE FIX?
First, determine your market type and choose a clear strategic position:
For existing markets (customers already use competitor products):
BE THE BEST: Create a product that solves specific problems better than anyone else
BE THE CHEAPEST: Offer a solution that is significantly cheaper than incumbents
BE FOCUSED: Serve a specific customer segment better than anyone else
For emerging markets (customers use makeshift solutions like spreadsheets or VA services):
BE INNOVATIVE: Provide a purpose-built solution that's substantially better than DIY approaches
BE THE PLATFORM: Package existing workflows into software that others can build upon
BE THE ONLY: Create an entirely new market category rather than competing in existing ones
For new markets (no existing solutions or awareness):
BE EDUCATIONAL: Invest in content that helps customers recognize the problem you solve
BE PATIENT: Build relationships with early adopters who feel the pain most acutely
BE REVOLUTIONARY: Introduce a solution to a problem people don't yet recognize they have
Whichever strategy you choose must shape your entire business.
Going with the cheapest option? Ruthlessly eliminate costs. Serving a niche? Tailor every feature to their specific needs. Creating a new market? Have a long runway and a strong market education strategy.
Your strategy should guide every daily decision. When someone asks what you do, your answer should instantly communicate your strategic position: "We're the ONLY automated invoicing solution for independent truckers" or "We're the CHEAPEST analytics platform for e-commerce stores."
ACTIONS
Determine which market type you're in (existing, emerging, or new)
Choose ONE clear strategic position that aligns with your unique advantages (e.g. be the cheapest, the best, the first, etc.)
Review all aspects of your business to ensure they support this strategy
Consider how this strategy will guide your daily decisions
IN CLOSING
Well there you have it. Hope you enjoyed this course. Here are the 5 fatal mistakes we've covered:
Targeting a broad market
Using slow marketing tactics
Creating a weak product offer
Not setting clear goals for your business
Having no clear strategy
WHAT NEXT?
I'm developing a customer acquisition system for early-stage B2B SaaS founders. It covers everything from strategy to marketing playbooks.
If you'd like early access, leave a comment below, and I'll keep you in the loop when it goes live.
Wishing you all the success,
JP