Advice welcomed!

I'm at a difficult stage in a startup once again where I have a product out in the market, a number of people using and liking the service, but not knowing where to put my marketing effort. The product is a SASS offering in the headless CMS space.

My question is where would you put your efforts?

1. More cold calling?
2. Bulk email?
3. Advertisting?
4. Software review sites?
5. Partner up with people who know how to market?

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I’ve learned the critical element to SaaS nowadays is product, product, and product. You need to build something that has a very clear value prop and rest will come.

You can have the best marketing but if the product isn’t sticky you won’t be successful for very long. Study ramp’s product org and you’ll see what I’m talking about better.

Once you have a great product with a strong value prop, focus on nailing one channel - this will depend on your ICP then expand into other channels. Consider investing in a fractional CMO with a specific focus on lead generation then expand scope into churn reduction, free user conversion, etc.

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Thanks, this has definitely made me reflect on my landing page and maybe a lack of clear value proposition. I really appreciate the feedback.

I’ll tell you what usually works for me. Not cold calling, but email does. Advertising for something I may need is how I found a great AI product for law practice from Lexis. Since I’m not into software as such, the review sites don’t matter much at all. Targeted advertising works to get me interested in something. I think this is the area where a good marketing partner would become useful, but there are likely so many snake oil salesmen out there that I think it would be difficult to find one worth the money.

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Where is your “who?” If these are solopreneurs who create content I would double down on LjnkedIn and build your audience there, post regularly. Facebook is another place to find this “who.” If B2B - LinkedIn. Check out Melissa Henault’s Lead Gen Academy (she may be calling it something else). Also, have you checked out Russell Brunson’s method of marketing? He doesn’t lead with Click Funnels but leads with courses to help you build an offer stack, create a course, a webinar, or sell merch and then his software is part of what you get. What problem are you trying to solve for your “who?” You need to be where they are and speak to their problem, what keeps them up at night, use their language. Also Brunson is doing. Selling Online 3-day event, I think it starts tomorrow but it happens monthly. Best 3-days I spent!

Pickup the book from Gary Vaynerchuk “Day Trading Attention “

Target Your Audience More Personally to Generate Referrals:
1. Developers → Hang out on GitHub, Dev.to, Hashnode, Product Hunt, Reddit (r/webdev, r/reactjs, r/jamstack).
2. Agencies & startups → LinkedIn ads, networking, case studies.
3. Enterprise buyers → Industry events, thought leadership content, whitepapers.

Any website to have a look please?.

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