Growth Science for B2B SaaS Companies from Mosaic Growth Solutions

Is Your Pricing Strategy Holding Back Growth?  Let’s address a hidden growth lever in B2B SaaS: pricing strategy. 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, howev...

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...

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...

Four years ago, we conducted a marketing assessment for a B2B SaaS company. As always, we started with a competitive analysis. The results were predictable—big brands were dominating the market. But one smaller brand that was a competitor to our client stood out. Founded by industry veterans, they had built a brand and product that resonated deeply with their niche audience. They used their expert...

Here’s a story that should be a wake-up call for B2B SaaS CEOs. Even when you think you’re doing everything right, your data might be leading you toward decisions that could undermine your growth. You’re the CEO of a B2B SaaS company focused on driving growth. Your CMO proposes shifting from your traditional inbound sales motion to a product-led growth (PLG) strategy. Being cautious, you decide to...

As a B2B SaaS CEO, just acquiring a few more customers is not the goal —you’re building something that solves a pain so well that it drives its own growth. That’s where product-market fit to scale comes into play. So, what is product-market fit really? Product-market fit (PMF) occurs when a company's product successfully satisfies a strong market demand. Marc Andreessen, who coined the term, descr...

Think about brands like:- ChatGPT- Google - Zapier- Trader Joe’s- Costco- Zara- ZapposThese are large brands today, but they started by doing something so remarkable that word spread organically. Whether it was exceptional customer service, incredible value, unique experiences, or standout product features, they each found their "something incredible."We’ve worked with companies who did the same:N...

Building a distinctive brand is crucial for being easily identifiable to customers and prospects. But there's some misguided advice out there about how to do it. The common advice is that we need distinctive brand assets (DBAs). But our goal shouldn't be to build distinctive assets - it should be to build a distinctive brand. Here's the reality: B2B brands rarely achieve individual distinctive bra...

Distinctiveness. Distinctiveness is making your brand easily identifiable by customers. There is a fair amount of recent discussion about distinctiveness, but it is far from a new concept. Mac Martin wrote the passage below in his book ‘Advertising Campaigns’ from 1917.  The language and list are almost identical to what some of the biggest names in marketing use today. Martin wrote,‘Advertisers u...

A Company That Hasn’t Struggled...After working with many different companies, we’ve seen a wide range of situations:- Those that took 20 years to find success.- Those that fought tooth and nail to grow.- Those that nearly failed.- And a rare few that seemed to grow without facing any real challenges. The hardest to work with? The ones that haven’t faced real struggles. Why? - They're slow to...

There’s a famous quote often attributed to W. Edwards Deming: “Without data, you’re just another person with an opinion.” Pretty catchy, and it’s a mindset many of us default to. But Kevin Gray nails it better: “With data, you’re just another person with an opinion. Data by themselves have no meaning.” https://www.linkedin.com/pulse/hard-hat-stats-some-common-uncommon-sense-june-23-2024-kevin-gray...

The playbook mentality in marketing is one of the most damaging mindsets for an organization because it can lead your company to negative outcomes all while making it seem like you are doing the right thing. It is the “road to hell is paved with good intentions”.The most popular posts on LinkedIn are some sort of playbook, tips, hacks or rule;  Increase your LinkedIn presence, here is how I closed...

I often emphasize the need to find evangelists for your company. While the concept is gaining traction, it still doesn’t get nearly enough attention. This is a huge missed opportunity. Throughout my career, I’ve seen firsthand the incredible impact of evangelists. Simply put, there’s almost no other marketing activity that can deliver such immediate and significant results. In this post, I am goin...

In the early 1900s, there was a marketing “law” known as cumulative value. Publishers used this concept to convince advertisers that they needed to advertise frequently and consistently in their publications. The idea was that repeated exposure would maximize the impact of an advertisement on readers. William A. Shryer, outlined the reasoning behind cumulative value in his 1912 book ‘Advertising A...

Some time ago we were brought in to work with a mid-sized B2B SaaS company and their CEO, let’s call him Jim. Jim had a big personality, and if he was in the room, you knew it. Everything he or his company did was "the best." The company had achieved some initial growth by tapping into Jim’s network, and their product was well-received by early customers. But when it came time to scale,...

How did three entrepreneurs grow Shibumi to $75 million in sales with almost no advertising? They followed the challenger playbook almost to perfection. Here’s how they did it: - Differentiate based on customer needs and competitor weaknesses. - Be the best in the world where you differentiate. - Validate your product-market fit through word of mouth and emotional resonance. - Build a distinctive...

Ray Rike provides a terrific resource for finding benchmarks and some guidance on how to utilize benchmarks correctly. https://www.linkedin.com/posts/rayrike_b2bsaas-benchmarks-activity-7232404615386836992-HlA2/?utm_source=share&utm_medium=member_desktop My take: I have seen some people railing against the use of benchmarks, but used the right way, they can be incredibly useful in identifying...

“A manufacturer whose plant is estimated to be worth about two million dollars recently remarked : "If I were forced to choose between sacrificing my plant and the good-will which this company has established thru continuous advertising for the last twenty years, I should willingly say, ' Burn down the plant . I can obtain capital to rebuild it tomorrow, because our advertising has create...

Despite what you often see on LinkedIn or hear from agencies and consultants, there is no secret magic trick, tactic, or hack that will instantly create transformational growth for your company. There isn’t some hidden “growth door” that, once opened, will lead to immediate success. Instead, let’s talk about the growth path—a journey that you complete by walking it every day, step by step. Sometim...

Mimi Turner and Jann Martin Schwarz share research on ‘hidden buyers’ within Enterprise buying groups. These are the process experts within an organization, such as those in purchasing, finance, and legal. The research reveals that these hidden buyers hold nearly equal decision-making power as the product expert (or target buyer) on the buying committee. However, unlike the product expert, hidden...

CEOs, there is a good chance that your marketing team is going to come to you to discuss the need for your company to focus on brand awareness. Both the data and anecdotal evidence show increasing interest in the topic. Every day there are multiple posts in my LinkedIn feed about the need for brand awareness. It's not just talk - data from Google shows that searches for brand awareness have be...

Mert Bürian breaks down Hoka’s growth and provides some great insights for all challenger brands. https://lnkd.in/e5-Z-QUu 𝗠𝘆 𝗧𝗮𝗸𝗲: - It isn’t Differentiation vs. Distinctiveness; Both are Critical for GrowthDifferentiation helps you stand out in the market, while distinctiveness makes your brand memorable. Successful brands leverage both to create a strong market presence.- Start by Owning a Nich...

After receiving investment, B2B SaaS companies are in a challenging position as they need to grow 3X to 5X over the next 3 to 5 years.  To achieve this transformational growth there are four fundamental challenges that must be overcome:- Lack of a growth vision- Lack of strong reporting - Lack of a growth culture- Lack of alignmentIn this episode, Neeti Patel provides insights on the challenges an...

There are endless posts and articles telling us what we should do, but the problem is that almost all of them address the outside. We need to address the inside first. 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗶𝗻𝘀𝗶𝗱𝗲? The answers to these questions form the inside:- Who am I doing this for?- What problems are they having?- How can I fix the problem?- Why am I doing this?- How do I measure success?- How do I treat people? 𝗪𝗵𝗮𝘁’...

Have you seen the Jerry Seinfeld bit on Life cereal?  He says… Too much arrogance. Everywhere. Even the food industry. Where in the world do you get your balls to call a breakfast cereal LIFE? What do they see in their little square oat cereal that makes them think that it should be named after our very existence? “How about Oaties, Squaries, Brownies?” “Oh no, this is much bigger than that. This...