Go-To-Marketing Messaging Framework

Behind every successful sales and marketing activity lies a well-crafted Go-To-Market (GTM) message.

Have you thoughtfully developed your GTM message?

If your prospects are converting, your GTM message is likely on point. If not, you might have skipped this crucial step and jumped straight into the activities.

In this week’s article, I’ll guide you through three essential principles to help you revamp your GTM message, ensuring your sales and marketing efforts are effective. These principles can help you and your SaaS business accelerate your path to the next stage of growth.

Principle 1: Does Your Message Resonate?

A great way to verify if your Go-To-Market message resonates is what I call the “Grandma at Thanksgiving Principle.” Imagine explaining what your company does to your Grandma at Thanksgiving. If you can explain it clearly enough for her to understand, you’ve nailed it. This simple test ensures your message has clarity and resonates with your audience.

Now, think about your Sales Development Rep (SDR) at an industry conference. They meet a high-value prospect, someone you’d love to have as a customer. The prospect asks, “What do you guys do?”

Your SDR should be able to answer in one or two sentences.

These two sentences form the core of your Go-To-Market messaging. They capture the essence of what your company does. If you can’t easily articulate this, your messaging needs work.?

It’s a noisy world and simplicity is crucial. If you can’t distill your message into a few clear, concise sentences, you’ll struggle to stand out in ads, emails, social posts, or events. Make sure your message cuts through the clutter.

Principle 2: Messaging Components

Upon testing your message and realizing it might need improvement, it’s time to focus on three core components. Having worked with numerous SaaS Founders, I’ve identified these essential elements for effective messaging:

1. Ideal Customer Profile (ICP)

The first component of your messaging framework is to determine exactly who you’re serving by developing a proper Ideal Customer Profile (ICP).?

When I work with SaaS Founders on their Go-To-Market strategy, one of the first things we work on is an ICP exercise. Everyone always thinks they have an ICP, but what they often have is a wishlist of customers. This is why I arm these Founders with a 29-point analysis of their ICP.?

The more detailed and accurate your ideal customer profile is, the stronger your messaging will be. Avoid being too broad. Trying to reach everyone dilutes your messaging. Be specific about who your SaaS company is targeting to craft precise and compelling messaging.

2. Value

Next, you’ll want to define the value your SaaS business delivers to your ICP. Customers aren’t looking for more software, but they do want solutions to their problems. Clearly articulate the benefits your product provides. The simpler and more direct this value statement is, the more effective your overall messaging will be.

3. Differentiation

Finally, highlight what sets you apart. The SaaS market is crowded and noisy. Even if you don’t see direct competition, chances are your customers do. Explain your unique value proposition. What do you offer that your competitors don’t? This can be a differentiated value you bring or a unique feature you offer. This step is often overlooked but is crucial for standing out in a noisy marketplace.?

By identifying your target market, defining the value you offer, and differentiating yourself from competitors, your messaging will start to come together. These elements ensure your message is clear, compelling and effective.

Principle 3: Messaging Deployment and Iteration

The final principle may sound complex, but it’s actually straightforward. You need to get your message in front of your ideal customers and test its effectiveness. Here’s how:

1. Channels

Identify the channels your ideal customers use the most. This could be through cold emails, posting on social media, running ADs, or going to an event. All of these different channels are where you can get your message out in front of your ideal customers. Choosing the right one will ensure that your message resonates with the right people.

2. Metrics

Track and analyze the performance of your messaging. The first version of your messaging will never be perfect, so continuously monitor metrics to see how well your message is resonating. Use this data to make necessary adjustments and iterate from there.

3. Results

Lastly, measure the impact of your messaging. Look at key indicators like revenue, sales calls, and free trials to see if your message is driving the desired results. Many SaaS Founders overlook this part of their messaging exercise, but it’s important for refining and improving your message.?

Remember, creating your message is just the beginning. You need to consistently deploy it across key channels, measure the right metrics, and iterate based on the results. The more refined your messaging is, the more effective it will become.

In Conclusion

Crafting effective Go-To-Market messaging is vital for the success of your SaaS business. By ensuring your message resonates, focusing on key messaging components, and diligently deploying and iterating your message, you can significantly enhance your marketing and sales efforts.?

Clarity and simplicity are your allies in a noisy world. Stay focused on who you’re serving, the value you provide, and what sets you apart. With these principles, you’ll be well on your way to accelerating your growth and achieving your business goals.

TK was CEO & Founder at ToutApp (backed by a16z, Jackson Square Ventures and prominent angel investors in Silicon Valley). After scaling ToutApp, it was acquired by Marketo where TK went on to join Marketo's executive team and serve as their Senior Vice President of Strategy. After running a 2-year transformation as part of the executive team, Marketo was acquired by Adobe for $4.75bn.?

TK now spends his time as a Strategic Advisor to 300+ B2B SaaS Founders globally. As the Founder of Unstoppable, he helps other SaaS Founders grow their startups faster through his Weekly Youtube videos and his application-only SaaS Go-To-Market Program.?

Want to learn more about building a proper GTM strategy for your SaaS business? Grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide here.