Dear Reader,
Welcome to the 65th edition of the good reads newsletter by Malpani Ventures. Sharing your weekly dose of articles for this weekend’s reading!
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How to generate more top-of-funnel leads in B2B SaaS
https://www.bvp.com/atlas/how-to-generate-more-top-of-funnel-leads-in-b2b-saas?
To generate more top-of-funnel leads in B2B SaaS, focus on these key learnings from experienced go-to-market leaders:
Find the right product-market fit before producing content or promoting your product. Use the six Ps framework (persona, problem, proposition, positioning, product, promotion) to define your target audience and value proposition.
Tell your story effectively by understanding your audience's needs and perspectives at each stage of their journey. Become an authority by creating content that answers their questions and provides value.
Leverage network effects and built-in distribution strategies to expand your reach. Explore freemium models, product-led growth, and consumer-to-enterprise dynamics to encourage users to share and promote your product.
Produce niche content that is relevant, valuable, and clear. Understand your audience's language and differentiate yourself by telling unique stories based on proprietary data. Repurpose content to maximize its impact.
Break the B2B mould by building a memorable brand that entertains and connects with customers. Be willing to take risks and think outside the box to capture attention in a space dominated by webinars and whitepapers.
A Primer on Vertical Market Software
https://www.joincolossus.com/episodes/83067189/yuan-a-primer-on-vertical-market-software
Vertical market software (VMS) is an intriguing business model due to its unique characteristics.
Some key learnings:
Vertical market solutions (VMS) have the advantage of a more defined target audience, making it easier to identify potential buyers and build a customer base.
Account-based marketing is crucial for VMS, focusing on specific tactics to engage potential customers effectively.
In smaller verticals, traditional sales tactics should be used carefully to avoid burning out leads. The advantage lies in strong product-market fit and tailoring solutions for specific customer types.
In some verticals, local density can create a flywheel effect where success with key accounts leads to easier expansion in the same market.
Successful VMS entrepreneurs often have firsthand experience or a strong understanding of the operations of the merchants they serve, building credibility and industry knowledge.
Multiproduct thinking is essential in VMS businesses, providing integrated solutions that enhance the customer experience and create more value. This can involve offering additional features, services, or integrations within the VMS ecosystem.
Gross retention is a critical factor for VMS businesses, and high customer stickiness is desirable. The control points, gravity, and cross-attachment of products can significantly impact gross retention.
Additional product offerings in VMS can include payments, billing, lending, employee scheduling, payroll, procurement, loyalty programs, consumer lending, and even creating consumer marketplaces.
Overall, VMS businesses thrive when they have a deep understanding of their target audience, focus on account-based marketing, provide industry-specific solutions, think multiproduct, and prioritize customer retention and expansion.
Building championship teams
I shared some valuable lessons learned from interacting with numerous startup founders. Here are key insights to help you build a winning team, navigate your journey, and overcome challenges:
Embrace a championship mindset by fostering a culture of excellence and continuous improvement.
Assess talent based on hunger for learning and resilience.
Encourage collaboration and healthy competition within teams.
Thrive under pressure by setting high standards, monitoring progress, and promoting constant iteration.
Prioritize employee wellness and celebrate smaller wins.
Align competence, reliability, and motive for driving performance.
Propagate a performance-driven culture by incentivizing and recognizing top performers.
Operationalize key metrics and foster a learning culture. Lead by example, inspire your team, and demonstrate commitment.
Implement these strategies to steer your startup towards success in the competitive Indian startup ecosystem.
Until next time!