Customer Pain Points

Finding The Golden Nuggets

Customer pain points are inevitably the golden nuggets you are solving for with your platform but understanding exactly how your prospects and customers describe those problems will decide how you position yourself in the market to respond to them.

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Why You Need A Feedback Loop

The worst thing a SaaS company can do in the modern age is to continue having their departments working in silos instead of having open scheduled conversations where each team has an appointed person to share feedback.

Where you see this breakdown the most is between sales and marketing, for this same reason we are seeing a lot of SaaS organizations appointing a CRO that manages and is held responsible for both marketing and sales.

Taking a step back, pain points are one of those areas where there is a communication breakdown.

When product marketing is building out content and marketing communications, they can take an educated guess as to what they believe the pain points are that the platform is solving. Still, until there are actual conversations with prospects and you hear from the horse's mouth, you can't predict what pain points people are trying to solve with your platform.

Marketing Communications

The reason it's so important to get this feedback from sales is for creating content and marketing communications, you want to write it in the voice of the buyer not how you think it should be spoken.

As an analogy, you see this a lot in personal relationships where one party is trying to explain something and the other party thinks they understand what they are saying but not understanding what they are saying because of the way they are explaining it.

For this same reason, someone good at communication, will take a moment to pause, articulate, and reply, "From what I am hearing, you are trying to help me to understand XYZ, correct?

This communication style allows you to ensure you are not making assumptions and understand what is being said.

Where this feedback is passed back and forth between sales and marketing, marketing is the party making assumptions on how to present the platform to the world and creating misunderstandings in the market.

Better Communications All Around

If the feedback is given, the entire marketing department can stop guessing at what matters and know, that this can then be used to:

• Format marketing voice to use how the buyer speaks to create natural conversations
• Build out better solution and product marketing pages on the website
• Understand exact pain points and explain how solutions impact those problems clearly

Furthermore, once you know the exact pain points the platform is addressing, the ads you create to grab people's attention on social media platforms, Google Adwords, or other platforms can be 100X more impactful because your ad will be speaking in natural language and addressing the exact problems your prospects are looking to solve in their own words.

This is only one of the problems addressed when you stop working in silos, there are many reasons to have consistent feedback meetings between marketing, sales, customer success, and product development to ensure everyone is on the same page, moving in the same direction.

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Customer Buyer Personas

Creating customer buyer personas is one of the most overlooked aspects of determining your marketing and sales strategy. Some think this step is a waste of time, but if the process is data-driven, it can change your entire business strategy.

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