SILKY AGARWAL | COUNTERINTUITIVE POSITIONING FOR CROWDED B2B SAAS MARKETS
Change the way you talk
about your tech, to win
on your terms

I work with B2B SaaS companies that are trying to grow in crowded categories. They care about capital-efficiency and hence need to win against both large incumbents and small entrants without outspending or outpricing their competitors. They already have a win-worthy product. But they struggle to differentiate its value because popular advice and approaches make their messaging sound wannabe, inauthentic, vague, limiting and often misaligned with their true USPs and customer needs.

My positioning style is rooted in the idea that positioning is how the customer sees themselves, not how they see your product. Hence, I rely on insights and depth, not speed and templates. I invest three to four weeks in mining positioning answers. And hold myself accountable for the performance of the resulting message that goes live. Others rely on secondary research, spend 1-2 days building a positioning chart, rush to write messaging and then they tell you goodbye (they don’t take responsibility for the final output or outcomes).

It takes 4-6 weeks to complete the project. And 2-5 months to make it a success. After the project is completed, I work with you to ensure you go live with the new positioning and messaging without hiccups and pitfalls, and that you achieve a meaningful lift in engagement and conversion metrics.

I spend quality time understanding your product thoroughly. Clients are consistently surprised to see how quickly I grasp the nuances of their offerings. Besides, I have spent 12+ years marketing B2B SaaS and worked with 40+ B2B tech solutions. That makes me quite comfortable with all things B2B tech.

There are typically three deliverables.

      1) Positioning blueprint

     2) Home page messaging

     3) Sales deck messaging

You can see some samples and learn more when you book a call.

I apply my proprietary One-Pointed Positioning™ method to discover and articulate your positioning insight. And similarly, I have bespoke frameworks for home page and sales deck messaging. To see some samples and to learn more, you may book an intro call.

It depends on the scope of work and the size of impact. Explore different levels of engagement here .

I help all my clients with customer-facing messaging for sales and marketing as part of the engagement. You get a production-ready draft, complete with word-to-word copy and full-fledged storyboard for the visuals. This comes in a format that’s ready to get your designer started. (For many clients, I also handhold your design team as they bring the draft to life).

I am a solo consultant, so I work hands-on with every client, on every project. This helps me deliver high-quality work.

You will need to spend about 10-15 hours spread over 2 months. The CEO and a project coordinator must be personally involved at every step. Sales, product and marketing heads are welcome to join too.

I do conduct in-office sessions if you prefer that. The travel and stay is billed separately.

When the goal is to improve outcomes, the number of iterations and revisions don’t matter. I offer unlimited iterations and revisions but guardrail feedback to ensure we are making the output better and not worse. Whenever we hit differences of opinion, we discuss and choose a way forward. The idea is to do what’s ‘actually’ good for you, not what ‘looks’ good.

Positioning is not about likes and dislikes, it is about discovering your unique insight, and then testing it to make sure it improves your north star metrics. We approach the whole exercise likewise. Whenever we land in a situation where you don’t like something, we go back to the fundamentals and ask ourselves what’s your ambition, what’s your product’s USP and how’s your customer different. Once we agree on the insight and the idea, we then iterate and improve on the best words to express it. The final go-ahead however, comes from your prospects. The right kind of buyers have to click and convert!

Between you and I, we track the performance after you go live, and figure out what’s working and what’s not. We then optimize your messaging or positioning and retest it. We do this until we are happy with the results.

Use your positioning as the guiding light for all your GTM, product marketing, and content marketing efforts. This will earn you the interest and the trust of your audience - because they will see and hear the same idea across touchpoints, and witness it in the product too.