We help B2B SaaS companies to understand their target audience better so that they can optimize their go-to-market strategy.
Our research expertise means that we can develop a deep understanding of decision-makers’ needs and wants. And, because we’re also marketing strategists and consultants, we can tell you how to leverage this knowledge to achieve your objectives.
We work with a wide range of B2B SaaS companies.
Our expertise includes
(but is not limited to):
Through a program of B2B SaaS market research, we can:
Develop customer segments and buyer personas
02Optimize your brand positioning and messaging frameworks
03Explore the typical buying process and build maps of the decision-making unit
04Track perceptions of your brand and performance
05Generate and test ideas for new products/services and optimize pricing
06Develop thought leadership strategy and content
Over the last decade, the team behind Adience has helped a variety of B2B SaaS brands to optimize their go-to-market strategy. We’ve worked with SaaS start-ups, SMBs, and enterprises across the world.
Based on this experience, we’ve developed an approach to B2B SaaS market research that has three guiding principles.
Immersion is key.
SaaS products, propositions, and routes to market are often complex. If we want the research to be useful to our clients, we need to really understand their business. After all, you cannot suggest changes to a strategy if you don’t know the existing strategy. At the start of every project, we spend an extended period getting to know our clients’ products and go-to-market strategy.
Find
the ‘job-to-be-done’.
The Jobs-to-be-Done (JTBD) framework is a way of looking at customers and prospects that unlocks a better understanding of their needs and attitudes. This knowledge can be used to improve marketing, as well as to innovate. In our experience, SaaS market research projects have better outcomes if we can correctly identify the ‘job’ that buyers are hiring our clients’ products to achieve.
Look beyond HiPPOs.
HiPPO is an acronym for ‘Highest-Paid Person’s Opinion.’ SaaS companies often think that market research projects should focus on HiPPOs, such as CIOs or CEOs. After all, everyone wants to believe that their product is important enough to appeal to a C-level decision-maker. In reality, senior decision-makers often play the role of the approver, with their direct reports being far more influential in decision-making. So, while HiPPOs may be tempting, they may not be the best use of our time.