Constant demand: building a demand gen flywheel for B2B SaaS

Quick aside

Focus on positioning and value proposition before anything else

  • Who do you help?
  • How do you differ from your competition?
  • What problems do you solve?
  • How does your product work?
  • Step 1: Your customers’ desires. What are their fears, frustrations, wants and aspirations? What is the cost of not solving this problem? Understand the obstacles that prevent them from fixing it themselves.
  • Step 2: The promise. Examine your top 5 competitors and gauge what guarantees they make to your prospects.
  • Step 3: The premise. Humans are naturally skeptical, which means they’ll likely see your SaaS products first through the lens of doubt. Instead of resisting, address this head on.
  • Step 4: Difference chunking. Explain how your company gets results for customers in its own unique way. Answer questions centered around strategy, structure, systems, shared values, and style.
  • Step 5: Market intimacy. List the common mistakes that customers make before using your product. Demonstrate the results you help your customers get relative to increased speed, certainty, and insight.
  • Step 6: The positioning statement. What’s your reason for existence? Complete the statement: “That’s why we…”
  • Step 7: The alternative. Detail the outcomes that happen as a result of inaction or not choosing your product.

Get landing, product and blog pages optimised for conversion


Products and features pages

  • Does the product match what the visitors are searching for?
  • Can it solve their problems?
  • What’s the ROI?
  • How can they take the next step?

BTW — If you’re enjoying this, you’re going to love our blog post on this topic


Work out how you want to conduct SEO and content

  1. Direct traffic
  2. Referral — links to your site

Technical SEO — Don’t leak visits because your site isn’t performant

Content marketing — Have the right things on your site

  • increase maintainability by having fewer pages to refresh periodically
  • avoids keyword cannibalization — pages often end up competing with internal pages in search engine results. You can use the Top Pages report in Ahrefs to see what the top keyword is for each landing page on your site.

Outreach — Building authority and relationships

I live in Twitter DMs and private communities.

Consider which channels work best for B2B paid ads

  1. Not testing enough
  2. Not mapping workflow to buyer journey
  3. No remarketing set up and fail to use a pixel delay
  4. Not revamping their ad creative
  1. Retargeting
  2. Lookalike audiences based on existing high LTV customers
  1. High purchase intent terms
  2. Branded search e.g. ‘your name’ + reviews
  3. Brand vs. competitor intent
  4. Google display network with managed placements
  5. ABM lists paired with keyword targeting

Don’t worry if it feels like you’re not getting anywhere at first



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Marc Thomas

Marc Thomas


Head of growth — @poweredbysearch Sharing B2B SaaS growth marketing links at