Decoding complexity: How to simplify SaaS B2B messaging

As technology evolves rapidly and markets become increasingly saturated, standing out from the crowd has never been more challenging, yet it's more important than ever. Many SaaS B2B founders struggle with complex messaging, often feeling like explaining their complicated products to their audience is similar to translating ancient Greek. This ultimately leads to low conversion rates.

With his ability to demystify complex concepts, Daniel Deaconu, "The Simplifier" guides founders in finding the right language to explain the value of their complex solutions in a manner that truly resonates with their target audience.

How do you help SaaS B2B founders simplify their messaging?

The core of what I do is to distill complex tech jargon into clear, compelling narratives. For a founder, this means taking complex product details and translating them into benefits that resonate with their Ideal Customer Profile (ICP). We focus on the pain points and how their product uniquely solves them, ensuring the message is simple and impactful.

Whether you run a B2B or a B2C company, at the end of the day, we are all in the H2H - “human-to-human” business. At the other end of your SaaS product, there is a human that has needs, desires, and pain points. As a founder, you need to make sure you deeply understand the needs of your users.

My first step is to use my clients’ software because I need a robust perspective about the technology and I also need to understand the needs and challenges faced by the users. 

Then what I do is to distill their tech jargon and specific terminology into clear, compelling narratives. This means taking complex product specifications and translating them into benefits that resonate with their Ideal Customer Profile (ICP).

I use those narratives to build the website messaging, investor pitch decks, product presentations, content for LinkedIn, and drafts for outreach and cold-calling campaigns.

Differentiation is a common challenge among SaaS companies. How do you tackle this in your messaging framework?

We dive deep into understanding not just the product but also the market landscape and the competitors. This allows us to shape a unique space for the brand, emphasizing what sets them apart, be it through innovation, customer service, or even their company culture. This Unique Value Proposition becomes the foundation of their messaging.

Low conversion rates are often a symptom of unclear messaging. How do you approach this issue?

We analyze data. Often, founders have all the relevant information in front of their eyes, but because they are so captivated in the business, they just can't see and analyze it thoroughly.

Take one of my clients with a SaaS app on Shopify, the App Store, and Google Play. They thought they were doing okay with about 30-40 B2B users joining monthly from each platform. But when we dug deeper into their total installs, we found a huge bottleneck in user retention: 75 monthly installs from Shopify and the App Store each, but a whopping 1500+ from Google Play every month.

This revealed a major opportunity to keep more of those users. While the issue here wasn't the messaging, the analysis helped us spot areas to improve. When the problem is the message, then we adapt it to better convey the unique value of their product, thus leading to better conversion.

What's the first step for developing a messaging framework that clicks with the audience?

It starts with a content clarity audit to assess the current state. We then develop a tailored messaging framework with a compelling narrative, a clear value proposition, and a concise explanation of the product's benefits. 

How do you integrate the messaging framework into their website, presentations, and LinkedIn strategy?

The messaging framework is integrated into every headline, product description, and 

call-to-action on the website. We make every word count, ensuring clarity, and driving the visitor towards a desired action, be it signing up for a trial or scheduling a consultation.

Whether it's a pitch deck for investors or a product demo for potential clients, I ensure that the unique value proposition is crystal-clear, addressing the audience's pain points and showcasing how the SaaS solution solves these problems.

On LinkedIn, I build the personal profiles of the founders, positioning them as thought leaders in their niche, through content aligned with their core messaging, designed to engage, inform, and convert the target audience.

Could you share a success story where your messaging framework made a significant impact on a SaaS client?

I work with a SaaS company that struggled to communicate the value of its wellbeing platform to potential B2B clients, leading to confusion, low engagement, and not enough meetings. Their average deal is between $2000 and $5000 per year. After we implemented the messaging framework across all channels and started running LinkedIn outreach campaigns, we generated 15+ new meetings each month.

For founders looking to improve their SaaS messaging, what's the first step they should take?

The first step is recognizing the need for simplicity and clarity in their messaging. While complexity might be seductive, it's often simplicity that wins the day. Why? Because if you can't explain your product simply, you're not going to sell it right.


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