Positioning Frameworks for SaaS Companies
- Henry McIntosh
- 2 hours ago
- 14 min read
Positioning your SaaS product effectively is critical, especially in complex B2B markets. Buyers today - typically senior leaders - are sceptical of traditional marketing tactics and demand messaging that directly addresses their challenges. To succeed, SaaS companies need structured frameworks to communicate value clearly and align with buyer priorities.
Key challenges include:
Extended sales cycles: Lengthy evaluations involving multiple stakeholders.
Diverse priorities: Different decision-makers focus on cost, usability, or compliance.
Regulatory hurdles: Industries like healthcare and finance require strict adherence to compliance.
Three proven frameworks can help:
Obviously Awesome (April Dunford): Focuses on differentiation by identifying unique attributes and aligning with the right market category.
Jobs-to-Be-Done (JTBD): Centres on customer outcomes, addressing both functional and emotional goals.
Positioning Statement Template: Provides a simple structure to define target audience, product category, and key benefits.
Each framework serves different needs, but combining them often yields the best results. For instance, JTBD insights can guide differentiation strategies in Obviously Awesome, which can then be summarised with a clear positioning statement.
For regulated or niche markets, precision messaging is vital. Account-based marketing (ABM) and compliance-focused messaging help SaaS companies stand out. Tailoring strategies to specific buyer needs and industry demands ensures clarity and relevance, leading to shorter sales cycles and higher-quality leads.
Quick Takeaway: Positioning frameworks are essential for SaaS companies to cut through scepticism, address complex buyer needs, and build trust in competitive markets.
How to Nail Product Positioning and Messaging for B2B SaaS - Anthony Pierri
Key Challenges in SaaS Positioning
Navigating the world of complex B2B SaaS positioning isn’t exactly straightforward. These companies face unique hurdles that demand a thoughtful and structured approach to overcome.
One of the biggest challenges lies in extended sales cycles, which can drag on for months instead of weeks. Unlike consumer SaaS, where decisions are made relatively quickly, B2B SaaS purchases involve lengthy evaluations, multiple stakeholders, and rigorous due diligence. Throughout this drawn-out process, your positioning needs to stay consistent yet flexible enough to address the shifting concerns of various decision-makers. This prolonged timeline also highlights the importance of understanding the intricate needs of diverse buyer personas.
Another layer of complexity comes from multi-stakeholder buying committees. Research shows that the average B2B SaaS purchase involves 6-10 stakeholders, each with different priorities and concerns [7]. Some may focus on integration, others on cost, security, or usability. This creates a tricky balancing act, as a one-size-fits-all message rarely resonates with everyone. For instance, DocuSign tailors its positioning to highlight both operational efficiency and long-term compliance benefits [1][2].
Regulatory requirements add yet another obstacle, particularly in industries like healthcare and financial services. SaaS companies targeting these sectors often face sales cycles that are up to 30% longer due to compliance and procurement challenges [7]. Positioning here isn’t just about showcasing product benefits - it’s about proving alignment with regulations, data security protocols, and audit readiness.
Understanding Complex Buyer Personas
B2B SaaS buyers bring a level of sophistication that creates its own set of challenges. These are often senior-level decision-makers who’ve seen it all when it comes to marketing pitches. As a result, they’ve developed a sharp scepticism towards traditional sales tactics.
Their technical expertise means they won’t be swayed by vague claims about "streamlined workflows" or "increased productivity." Instead, they’re looking for detailed insights - think integration roadmaps, scalability proof points, and precise technical specifications. If your messaging lacks depth, these buyers will see through it in no time.
Adding to the challenge is the complexity of multiple personas within a single organisation. Different departments often have conflicting priorities: a security team might care most about robust data protection, while the operations team is more focused on user adoption and ease of use. Effective positioning needs to address these competing concerns without alienating any group. Companies like Intercom tackle this by tailoring their messaging based on factors like company size and industry, ensuring relevance for each audience segment [1][9].
This complexity becomes even more pronounced when industry-specific demands come into play. Regulatory and technical standards often force SaaS companies to refine their positioning further, ensuring it aligns with the unique needs of their target sectors.
Industry-Specific Positioning Requirements
Different industries bring their own set of requirements, making generic positioning strategies ineffective. For example, compliance demands vary widely - what’s needed in financial services might look very different from what’s required in healthcare or manufacturing.
Integration capabilities are another critical factor in B2B SaaS positioning. Buyers aren’t just looking for standalone software; they want solutions that seamlessly fit into their existing tech ecosystems. Monday.com, for instance, highlights its customisability and ability to integrate with various systems [1][7].
Scalability also plays a major role, though its importance varies by market segment. Start-ups need reassurance that a solution can grow with them, while enterprise clients want guarantees that the platform can handle their current complexity without compromising performance. Zoho One, for example, appeals to SMEs with its all-in-one, value-driven approach, while enterprise-focused competitors emphasise scalability and robust architecture [1].
Data residency and sovereignty add another layer of complexity. UK-based buyers might require data to stay within certain jurisdictions, while global corporations need flexible deployment options to comply with different regulatory environments.
Convenience has become a top priority, with 77% of buyers ranking speed and accessibility as key factors in their decision-making. Many are even willing to pay up to 5% more for solutions that offer superior convenience [9]. This underscores the growing importance of user experience and ease of implementation in B2B purchasing decisions.
Finally, security and privacy have shifted from being nice-to-have features to absolute essentials. Companies in regulated industries need clear messaging around data protection, compliance certifications, and governance frameworks. It’s not just about technical capabilities anymore - it’s about demonstrating a comprehensive approach to security, including audit processes.
Crafting consistent messaging that aligns with both buyer roles and industry constraints is vital to keeping prospects engaged throughout the sales journey. These challenges highlight why structured frameworks are so important for SaaS positioning. Without a systematic approach, it’s all too easy for positioning efforts to fall flat, failing to connect with the right audiences or achieve desired business outcomes. Up next, we’ll explore the frameworks that help tackle these challenges and maintain consistency across diverse market segments and buyer personas.
Top Positioning Frameworks for SaaS
Standing out in the crowded B2B SaaS landscape takes more than just a good product; it requires a clear and structured approach to positioning. The most effective frameworks balance clarity with actionable steps, helping companies communicate their value in a way that resonates with discerning buyers.
Here, we explore three key frameworks that SaaS companies can use to tackle the challenges of complex B2B markets. Each brings a unique perspective, and many successful businesses combine elements from multiple frameworks to craft well-rounded strategies.
April Dunford's 'Obviously Awesome' Framework
April Dunford's framework has become a staple for SaaS companies aiming to carve out a distinct identity in competitive markets. It emphasises understanding competitive alternatives, identifying unique attributes, and selecting the most impactful market category. This approach is particularly valuable in multi-stakeholder environments where clear differentiation is critical [3].
The process begins by identifying the alternatives your customers might consider - not just direct competitors but any potential solutions to their problem. Next, it focuses on pinpointing the specific attributes that make your product stand out, especially those that deliver real value. Finally, it involves choosing the right market category, not based on where you currently fit but on where your product can achieve the greatest perceived value. For instance, you might position your product to create and dominate a new category altogether.
This framework is particularly effective for companies facing direct competition, as it forces them to define measurable differences rather than relying on generic claims like being "better" or "faster." It compels businesses to articulate their value in a way that truly matters to their target audience.
Jobs-to-Be-Done (JTBD) Framework
The JTBD framework shifts the focus from product features to customer outcomes, making it a powerful tool for SaaS positioning. It explores both the functional and emotional goals that customers aim to achieve, offering a deeper understanding of their needs [6][8].
Rather than starting with what your product does, this approach begins with the real-world tasks your users are trying to accomplish. By addressing both practical needs - like improving efficiency - and emotional drivers, such as reducing frustration, JTBD ensures your positioning aligns with what customers genuinely care about.
Implementing JTBD often involves detailed customer research, including interviews and surveys, to uncover the motivations behind purchasing decisions. This is especially important in B2B markets, where buyers expect solutions that solve specific problems and deliver measurable results.
Positioning Statement Template
The classic positioning statement template offers a straightforward way to align internal messaging and create consistency across teams. Its structure helps companies clearly define their target audience, product category, and unique value. The standard format looks like this: "For [target customer], who [statement of need], [product name] is a [product category] that [key benefit]. Unlike [primary competitor], our product [unique differentiator]" [4][5].
This template is particularly useful for ensuring that sales, marketing, and product teams are all on the same page. By eliminating mixed messages, it strengthens brand communication and improves customer understanding.
The key to making this template effective lies in specificity. Broad, generic statements won’t resonate. Instead, successful positioning statements focus on precise buyer personas and clearly defined benefits. For example, DialMyCalls tailored its positioning statements to different user groups - emergency services, schools, and businesses - and saw improved engagement rates and customer satisfaction in 2024 [9].
Blending Frameworks for Success
These frameworks are not mutually exclusive. In fact, many SaaS companies achieve the best results by combining them. For example, insights from JTBD research can inform the differentiation strategies outlined in the Obviously Awesome framework. These, in turn, can be distilled into a concise and compelling positioning statement. Together, these methods help companies tackle the challenges of complex buyer expectations and stand out in competitive markets.
Framework Comparison for SaaS Companies
Selecting the right positioning framework isn't a one-size-fits-all decision. It hinges on your company's specific needs, the complexity of your market, and the resources you can allocate. Each framework brings its own strengths, and understanding how they differ can help SaaS companies determine which approach - or combination - will yield the best results.
If you're navigating competitive markets and need a structured way to stand out, April Dunford's Obviously Awesome framework is a solid choice. For diving deep into customer motivations, particularly in niche or evolving sectors, Jobs-to-Be-Done (JTBD) is highly effective. Meanwhile, the Positioning Statement Template is ideal for teams that need a quick, clear alignment on messaging.
Framework Comparison Table
This table highlights the key differences between the frameworks. Let’s take a closer look at each dimension.
The Positioning Statement Template is the fastest way to achieve clarity in messaging. Many teams can complete this process in a single workshop, making it a popular choice for companies with limited time or resources. On the other hand, frameworks like Obviously Awesome and JTBD typically require a more in-depth commitment to customer research and stakeholder collaboration. While this takes longer, it often results in more nuanced and effective positioning.
For companies operating in regulated markets such as financial services, Obviously Awesome and JTBD are particularly useful. Both frameworks address the complexities of compliance and the needs of diverse buyers. JTBD stands out for its ability to adapt to niche use cases, as it focuses on what customers are trying to achieve. This makes it a great fit for SaaS companies serving specialised industries or unique workflows. Similarly, Obviously Awesome is well-suited for tackling complex scenarios, especially when multiple stakeholders are involved in the purchasing process.
If resources are tight, many companies start with the Positioning Statement Template and move on to more detailed frameworks like Obviously Awesome or JTBD as competition heats up.
Market maturity also plays a big role in framework selection. Early-stage SaaS companies in emerging markets often benefit from JTBD, as it helps uncover unmet needs through a customer-focused lens. Meanwhile, established businesses in crowded markets tend to favour Obviously Awesome for its ability to sharpen differentiation.
Interestingly, many successful SaaS companies don’t stick to just one framework. For example, they might use JTBD to understand customer motivations, apply Obviously Awesome to identify differentiation opportunities, and then summarise their findings with a clear Positioning Statement Template. This layered approach maximises the strengths of each method while addressing their individual limitations.
For companies entering regulated UK markets like financial services, addressing compliance and multi-stakeholder requirements is crucial. On the other hand, those targeting niche sectors need strategies that clearly articulate their specialised value propositions.
If your SaaS company operates in complex B2B environments - particularly in areas like financial services or technology - Twenty One Twelve Marketing specialises in navigating these challenges. They focus on helping companies position themselves effectively in hard-to-reach sectors while driving measurable pipeline growth [6][8].
Adapting Frameworks for Complex B2B Markets
Taking established frameworks and refining them for intricate markets is essential to ensure your message hits the right note. In the world of complex B2B SaaS markets, positioning demands a nuanced approach. Unlike simpler consumer markets, these environments involve multiple stakeholders, lengthy sales processes, and stringent compliance demands that often dictate whether deals are won or lost. Adding to the complexity, the UK market brings its own challenges, with specific regulatory requirements and distinct business preferences.
Reaching senior leaders in tightly regulated sectors presents a unique obstacle. These decision-makers are often bombarded with vendor outreach and have developed sophisticated ways to filter out irrelevant pitches. Traditional marketing tactics rarely make an impression here.
This is where precision marketing comes into play. By delivering tailored messaging that directly addresses the pain points and compliance needs of specific segments, it avoids the inefficiency of broad, generic campaigns. For example, a chief compliance officer at a financial services firm will respond to entirely different messaging than a technology director at a manufacturing company. A one-size-fits-all positioning simply won’t work.
Account-based marketing (ABM) takes this precision a step further by customising your approach for high-value accounts. It’s no surprise that 87% of marketers report ABM delivers better ROI than other marketing strategies [1]. This focused approach also aligns naturally with the strict regulatory requirements often found in complex markets.
Implementing ABM effectively requires careful coordination across multiple channels and touchpoints. It’s about adapting your positioning framework at the account level rather than applying it broadly across a segment. For instance, a RegTech SaaS company might present itself differently to a traditional bank than to a fintech startup, even though both are in financial services. The bank may prioritise stability and compliance, while the fintech might be more interested in speed and flexibility.
For UK SaaS companies, compliance messaging is critical. Positioning must incorporate GDPR and data residency considerations, emphasising UK or EU data storage, adherence to industry standards like FCA compliance for financial services, and the use of language that resonates with British business sensibilities.
Some SaaS companies have already excelled in adapting their messaging. Intercom and Userpilot, for example, tailor their approaches to fit diverse needs. Intercom focuses on company size and industry, while Userpilot combines pricing, user characteristics, and application-specific positioning to cater to different audiences.
In the UK, business culture leans towards evidence-based claims and a preference for understated confidence over aggressive sales tactics. This means positioning statements should be backed by solid proof and delivered through valuable, informative content rather than pushy pitches. A 2024 survey revealed that 77% of buyers value convenience when selecting SaaS solutions and are even willing to pay up to 5% more for it [9]. This highlights the importance of showcasing ease of implementation and robust support rather than focusing solely on features.
Beyond cultural alignment, forming strategic partnerships can significantly bolster credibility. These partnerships are especially useful in hard-to-reach markets, providing access to decision-makers who might otherwise be out of reach. Collaborating with established consultancies or industry bodies, for instance, can validate your positioning and help communicate your value to senior stakeholders.
In complex markets, success metrics need to shift. Traditional measures like website traffic or email open rates often fall short. Instead, focus on engagement with targeted content, conversion rates from high-value accounts, sales cycle length, and the quality of sales-qualified leads. In the UK, tracking compliance-related enquiries can indicate whether your messaging is resonating with regulatory concerns. Adjusting your framework to meet these needs not only sharpens your messaging but also improves lead quality and sales efficiency.
Specialist expertise can make a significant difference in navigating these challenges. For example, Twenty One Twelve Marketing helps SaaS companies in regulated industries like financial services and technology by combining precision marketing, content strategies, and ABM. Their approach turns cold, unaware prospects into warm, sales-qualified leads through a repeatable process tailored to the unique demands of reaching senior decision-makers.
The key to successfully adapting your framework lies in striking a balance between flexibility and consistency. While your core positioning framework serves as a foundation, the messaging, channels, and proof points must adjust to fit the specific account, industry, and regulatory environment. This requires ongoing research, customer feedback, and the agility to evolve as markets and regulations change.
When done right, adaptation unlocks opportunities for premium pricing and shorter sales cycles, even in the most challenging B2B markets. Investing in tailored positioning ultimately leads to higher-quality leads and stronger customer relationships.
Conclusion
Having a structured positioning framework is key to thriving in the competitive SaaS market. Companies like Slack, Miro, and DocuSign have shown how a systematic approach to positioning can carve out clear market differentiation and deliver measurable business success [1][2]. These examples highlight the importance of fine-tuned strategies in standing out.
Data consistently points to the importance of convenience as a major factor influencing buyers' decisions [9]. For SaaS companies, this means that refining messaging to align with shifting customer expectations isn’t just helpful - it’s necessary.
For businesses in regulated or niche industries, the need for precision becomes even more critical. Generic messaging won’t cut it with buyers who face specific compliance requirements or unique industry challenges. These markets demand marketing strategies that address tangible pain points while showcasing a deep understanding of the sector.
This is why ongoing refinement of positioning isn’t a “nice-to-have”; it’s a must. Leading SaaS companies treat positioning as a continuous process, reviewing their strategies quarterly or biannually. They actively collect customer feedback and adapt their frameworks to mirror changing market conditions. In the UK, working with experts like Twenty One Twelve Marketing can help businesses tailor their strategies to meet local regulatory demands and market nuances.
Without a clear positioning strategy, SaaS companies risk muddled messaging, longer sales cycles, and missed opportunities to command premium pricing. In crowded B2B markets, where decision-makers are inundated with vendor outreach, standing out with a well-defined position is essential for growth.
The frameworks discussed here offer a strong starting point. However, true success lies in tailoring these strategies to your specific market, continuously improving based on customer insights, and ensuring alignment with your broader business objectives. Companies that strike this balance can unlock new avenues for growth, even in the most demanding sectors.
FAQs
How can SaaS companies use multiple positioning frameworks to strengthen their market strategy?
SaaS companies have the opportunity to blend various positioning frameworks by tapping into the distinct advantages each one offers and aligning them with their specific objectives. For instance, a business could adopt a value-based framework to emphasise the benefits it delivers to customers, while simultaneously using a competitor-based framework to carve out a unique position in the market.
The key to making this work lies in maintaining consistent messaging and customising each framework to suit the needs and preferences of your target audience. Incorporating customer feedback into the process allows you to fine-tune your strategy, ensuring it connects with your audience and delivers measurable outcomes.
What should SaaS companies consider when positioning their services for regulated industries like healthcare or financial services?
When navigating regulated markets, SaaS companies must place a strong emphasis on compliance and trust. This means clearly showcasing how their products align with key industry regulations and standards, such as GDPR for data protection or financial compliance frameworks.
Equally important is demonstrating security credentials, reliability, and sharing success stories from similar industries. These elements help establish credibility and show that the company understands the unique challenges faced by these sectors. Messaging should be tailored to reflect these complexities, offering solutions that directly address industry-specific needs.
By pairing regulatory knowledge with a commitment to delivering customer-focused results, SaaS companies can position themselves as dependable partners in tightly regulated environments.
Why is it crucial for SaaS companies to regularly update their positioning strategies, and how often should this be done?
For SaaS companies, fine-tuning your positioning strategy is key to staying ahead in a constantly changing market. As customer preferences evolve, industry trends shift, and competitors adapt, your positioning must ensure your brand connects with your audience and clearly communicates what sets you apart.
It’s a good idea to revisit your positioning strategy at least once a year - or sooner if there are major updates to your product, shifts in market conditions, or changes in your customer base. Regular adjustments keep your messaging on point, aligned with your business objectives, and relevant to your audience.
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