The right SaaS B2B Messaging Framework can be a turning point for a tech company 

The power of a well-crafted SaaS B2B messaging framework cannot be overstated. This is the foundation of impactful communication, a strategic tool that, when applied across various channels, can significantly amplify your brand’s voice and value proposition. 

From the precision of email communications to the personalized touch of cold outreach, each application of the SaaS B2B messaging framework is a unique opportunity to resonate with your audience, build trust, and drive conversions. 

This article explores the multifaceted applications of a SaaS B2B messaging framework, illustrating how the right message, spread across the right channels, can be a game-changer for your software company.

Email communication with B2B clients

If you’re a technical founder, you’ve likely faced the challenge of sending important emails to current or potential clients, unsure how to phrase your message to ensure it conveys the right tone and information.

Getting the message right is super important in email communications with clients and prospects.

I work with highly technical founders, brilliant in their fields, yet often struggle with simplifying their communication for clients or potential clients.

One of my roles is to help them craft clear emails, whether for ongoing client communications or introductory emails to potential clients. 

I don’t do this daily, but there are times when they need to send a critically important email to a client or a high-potential proposal to a prospective client. 

In such cases, every word matters, and ensuring your email conveys the right message is vital.

The process is simple:
→ The founder writes a draft, including all technical and relevant elements.
→ I refine this draft into a format that’s easy to read and understand.
→ The founder then sends the email.

The outcome – 75% of their emails effectively hit the mark. 

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Does this mean they close the sale 75% of the time? 

No. It means that 75% of the time their message is crystal clear and the clients/prospects understand it.

Targeted outreach campaigns for SaaS B2B clients and Software Development Agencies

I build outreach campaigns for my clients, using a messaging framework that works across email, LinkedIn, and other social media platforms.

Many say outreach is dead. 

I believe nonsense outreach is what’s truly dead.

Yes, there are numerous tools for automating email campaigns and messages on LinkedIn or Facebook, targeting thousands monthly. And yes, the market is bombarded with these poorly crafted, sales-centric, irrelevant messages.

However, there are still individuals and companies in the market with real needs they can’t address by themselves, who would truly benefit from the solutions my clients offer.

To find these people, we create and post relevant content and we also do outreach.

I prefer running LinkedIn outreach campaigns with my clients, and the process is simple:
→ We use Sales Navigator to precisely define our target audience with the founders.
→ We identify a single problem the audience faces.
→ We craft a simple message highlighting this issue and presenting a highly relevant solution.
→ We send them a sequence of 3 – 4 direct messages.
→ Once a response is received, the founders take over, initiating a dialogue with the respondent.

The focus is on delivering a relevant message to the audience, less on personalization. When you coherently address a clear market problem, personalization becomes secondary.

I build these campaigns for SaaS B2B clients and Software Development Agencies. On average, we achieve the following results:

SaaS B2B Clients outreach campaigns results:

100 messages sent
13% response rate
3 leads generated

Software Development Agencies outreach campaigns results:

100 messages sent
14% response rate
2 leads generated

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Implementing robust follow-up sequences using a CRM system

80% of B2B sales require at least 5 follow-ups.

44% of sales reps give up after the first follow-up.

One of the first things I implement with my clients is creating a robust follow-up system. The most effective way to ensure this is by logging all client interactions into a CRM system. 

Why? 

Because otherwise, you forget them.

A CRM centralizes all relevant information from client interactions and allows you to set notifications for follow-ups. 

The importance of follow-ups cannot be overstated. 

Often, your initial contact with clients might not be at the opportune moment—they might be busy, it might not be the right time, or the need for your solution might not be fully realized. There are myriad reasons.

However, with a clear follow-up sequence in place, you can revisit potential clients, and more often than not, sales are clinched during these follow-up engagements.

I use HubSpot’s free CRM version, which lets me input all relevant details about a company, contact persons, record each interaction, and schedule my follow-ups.

You could start with a Google Sheet as your CRM. I have clients who have devised a coherent sequence in Notion. Or you could opt for any other available tool in the market.

Whatever tool you choose, the key is to keep things simple. Your CRM should record all relevant details about every interaction with each client or prospect, including decision-makers and when to follow up.

Moreover, a CRM isn’t just for tracking prospects. It’s also vital for monitoring interactions with existing clients. Any upsells, cross-sells, or relevant discussions about potential future projects and opportunities should be noted.

Follow-ups are super important with existing clients too. If a client mentions a new project in two months, your CRM should remind you to reach out if they haven’t contacted you by then.

Over the last 2 months, I’ve been working with a SaaS client to gather all the fragmented information about their clients and potential clients, consolidating everything into a CRM. In total, there were 144 companies that had been contacted from August to December 2023, but without clearly noting the information about each client and lacking a robust follow-up sequence.

The process was simple:
→ We entered all the information about each discussion with each client into the CRM, gathering details from emails, exchanged messages, and handwritten notes.
→ We implemented a robust follow-up sequence and began systematically contacting all potential clients.
→ It’s still a work in progress.

The outcome:
144 potential clients contacted in follow-up sequences
17 meetings scheduled
4 advanced discussions for contract negotiations.

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The significance of follow-ups and having a clear sequence for them cannot be understated. This is how we manage to reactivate a these leads.

Building the right message for Cold calling scripts

Many B2B SaaS companies and Software Development Agencies asked me to help them with a cold calling script.

For those who don’t know, in this “AI and automation era” we’re living in now, cold calling remains a super powerful lead generation channel.

One of my SaaS clients needed a clear and concise message for a cold calling campaign for clients in Europe for their SaaS solution, that would contribute to their other marketing efforts.

My client needed a compelling script for a cold calling campaign for European clients, one that would contribute to their existing marketing efforts for their SaaS offering.

To craft the script, we followed a simple process:
→ Clearly define who we are targeting – company industry, job title, defining one specific pain point.
→ Presented the solution for that specific pain point.
→ Prepared a list of answers for the prospects’ potential objections.
→ Conducted some simulations with their sales rep.
→ Campaign started.

The cold calling campaign for my SaaS client results:

250 called companies
36% response rate
12 generated meetings

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Resume writing

One month ago, a client asked for my help to write a CV for one of his top employees. While this may sound unusual, it was a very smart move.

They’re a software development agency with a contract in the US. Their client, very happy with their services, needed to outsource a full-time employee. My client had just the person for the role and asked for my help to create a compelling resume.

In every client communication, the right message is so important, especially when pitching your team to them.

So they turned to me for a succinct, one-page CV that would make an impact, and convince their US client they had the right person for them.

And it did. The client was impressed, leading to an expanded contract.

Have you ever thought about the benefits of creating and presenting your employees’ resumes to your clients?

You should. This will help you build trust and simplify deal closure.

Pitch decks and presentations for SaaS and Software Development Companies

The perfect message for a pitch deck or a presentation can be a turning point for a software company. 

That’s why I put my heart into every word I write, understanding the dreams behind tech startups and the passion that drives them.

The pitches and presentations I’ve written have significantly contributed to my SaaS and Software Development Agency clients’ efforts in:
→ Securing up to €300,000 in investments.
→ Landing deals between €5,000 and €30,000 with large B2B clients.
→ Creating a true connection with live audiences of up to 100 people, which translated into new clients and business partnerships.

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I love writing, and I carefully develop this skill knowing that behind every pitch and presentation lies a team’s hopes and hard work.

If you run a SaaS or a Software Development Agency, and you’re looking to build a robust messaging framework for all your communication channels, let’s connect.

For more information about brand messaging, you can check this article or this article.

Follow me on LinkedIn for daily insights about brand and marketing messaging.

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