How to Approach B2B ROI Messaging
Should you center your startupās product messaging on the business impact?
ā³ So that CEOs & CFOs get onboardā¦
š Only if you want to waste your time.
SaaS marketers forget how little these decision-makers care about your productā¦
ā° And how little time they have to evaluate your ROI message.
Consider this stat fromĀ Talisman
š¤Æ The average business has 99 SaaS apps.
ā³ I've seen some studies as high as 300.
If we assume it takes a CEO or CFO 45 minutes for them to read your product page, comb through a few case studies, and review your proposal...
š“ They'd spend 75 hours (2 weeks) doing this analysis.
ā³ These decision makers don't have time for this.
So how do CEOs and CFOs handle this time gap?
š„ They rely on the argument of the internal champion.
ā³ NOT the argument of the Sales & Marketing.
They ask:
ā Is the champion credible internally?
ā Is their ROI message compelling?
ā Do other internal stakeholders agree with the champion?
So how should SaaS marketers approach ROI messaging?
š Focus your product messaging on the champion
And when the time comes...
šŖ Arm them with an ROI message to win over their CEO & CFO.
______
P.S. If you happen to be a CEO or CFO and have this SaaS overload problem, you might want to check out Talisman.
(They're doing some cool stuff to manage software spend)
FletchPMM
Best Practices
Get access to all of our Figma templates and LinkedIn posts in a Notion database organized by theme (go-to-market strategy, website messaging, etc.)
Ben Wilentz
Founder,Ā Stealth Startup