Craft strong messaging with value nuggets

Find the right hierarchy to communicate your product's features, benefits, and values - and empower sales and marketing to drive results.

👋 Hi, I’m James. Thanks for checking out Building Momentum, a newsletter to help you accelerate B2B SaaS growth through go-to-market strategy, sales, and marketing.

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Everyone knows the saying: “people don’t buy a drill, they buy a hole in the wall.”

And yeah, that’s true, but is it the full story? While making a decision to buy a drill, they also had to evaluate whether:

• They wanted a drill could be used anywhere, or only near a power outlet

• They wanted to save time and money by buying an all-in-one set, or if they wanted to buy drill bits separately

• Whether they wanted the confidence that the Black & Decker brand name stands for, or not

And we also need to consider why they want the hole in the wall. Is it to showcase family photographs in their living room, or to hang their bike up in the garage?

Every purchase decision that a consumer or business makes is based on their perception of the value it will deliver them. That perception is made up of the benefits they will achieve, and the features that they are delivered through.

In B2B SaaS, it’s not quite as simple. More often than not we sell to buying groups, made up of different stakeholders who all have their own perception of the value to be gained. They disagree on which features are a must-have, and whether a benefit is relevant for them or not.

This makes it really hard across sales and marketing to craft product positioning and messaging that works.

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