How can enterprise SaaS products expand into startups and SMBs? Established SaaS products continuously face disruption risks from niche players. The key to sustainable growth is to expand from enterprises into SMBs and high growth startups. In this webinar, Google Cloud Product Marketing Lead Varun Krovvidi speaks on how Goliath can defend against David using frictionless onboarding, laser focused go-to-market strategies, and rethinking pricing models.
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Show Notes:
- Expanding into new markets requires starting with a fresh perspective and treating it like “Day Zero”.
- Focus on capturing consumer trust when expanding into new markets.
- Product market fit is a continuous journey that evolves with the market and technology.
- Start market research by understanding specific groups of people with a clear problem.
- Consider channels, pricing models, and engagement to establish trust with potential buyers.
- Tailor approaches for SMBs by emphasizing simplicity, specificity, and self-service models.
- Collapse teams together for rapid iteration and experimentation when targeting SMBs.
- Measure customer acquisition cost, churn, and product usage when targeting SMBs.
- Understand decision-makers’ context and needs in downmarket sales.
- Focus on education and streamlining the onboarding experience for SMBs.
- Distill your product message for the attention span of SMB buyers.
- Track churn and usage data to identify onboarding issues.
- Consider scale channels like LinkedIn to convey value quickly to SMBs.
- Products should evoke emotion and leave an emotional connection.
- Consider distribution channels that facilitate community learning.
- Cold outreach can work for SMBs if the problem and solution are simple.
- Slack succeeded by being intuitive and easy to use for SMBs and startups.
- Understand buyer motivations differ between enterprises and SMBs/startups.
- Optimize teams, processes, and messaging for agility when targeting SMBs.
- Learn about product market fit from First Round Capital and Brian Balfour.
About the speaker
I am passionate about helping B2B SaaS products and founders with growth by unlocking new markets and personas using Product-led growth. I have over 12+ years of esoteric experience across building & launching tech products playing different roles (product development, technology strategy consulting, and product marketing) across various industries (financial services, B2B technology, and EdTech). I love working bringing transformative value to consumers of different backgrounds using B2B SaaS products. My experience working across different roles helps me empathize and work with cross-functional partners in large organizations to drive effective go-to-market strategies and launch products.
About the host
As the Chief Product Officer at NEOGOV, Denise leads the strategy for public sector HR and Public Safety software, driving innovation, customer satisfaction, and excellence. Her experience at Checkr as Chief Product Officer saw her delivering customer-focused products and promoting a fairer future. Denise’s notable career spans over two decades, with significant roles including GM for Analytics at Workday, where she launched new products and grew the business to over $200 million in ARR. Her background includes leadership positions at Platfora, Salesforce, HSBC, and AT&T, showcasing her expertise in enterprise product development and a commitment to technological advancement and customer success.