How to Create Customer-Centric Messaging for SaaS

If I joined a new company as a Customer Success Manager, here are three ChatGPT prompts I'd use to quickly get up to speed. 1) Determine key stakeholders within my customer's business 2) Figure out what they do day-to-day and common points 3) Create messaging that resonates immediately Here they are: Prompt One (Identify Key Stakeholders): "I'm a Customer Success Manager for [product/platform] that helps companies with [primary use case]. Our solution delivers these outcomes: [Outcome one] [Outcome two] [Outcome three] [Outcome four] Help me build a stakeholder map. Include anyone who might be influenced by our product, who might have a project that touches our product, or anyone who might be involved in the buying committee. Which stakeholders and departments should I prioritize for relationship building to ensure successful adoption and expansion?" Prompt Two (Understand Stakeholder Motivations): "For each of those stakeholders, please summarize the following points in tabular format, with each point as a column header and each stakeholder as its row: --> What business outcomes and metrics matter most to this stakeholder --> How this stakeholder typically measures success in their role --> Common challenges this stakeholder faces when trying to achieve their goals --> How our solution specifically addresses these challenges and supports their success metrics --> What risks might cause this stakeholder to disengage or question our value" Prompt Three (Create Tailored Communication): "Now, let's create four different communication templates: - An introduction email for a new stakeholder explaining our partnership vision - A QBR summary highlighting value delivered to their specific department - An at-risk account message addressing potential adoption challenges - An expansion opportunity message tied to their business objectives For each template: 1) Open with a specific pain point or opportunity relevant to their role 2) Acknowledge their current approach and its limitations 3) Explain how our solution delivers unique value for their situation 4) Include a clear next step or action item Keep it under 150 words and easily scannable Use straightforward, jargon-free language." With these three prompts, I can hit the ground running in any new CS role - understanding who matters, what they care about, and how to communicate our value effectively from day one. This is just a small example of how ChatGPT could impact your day-to-day role as a CSM. It should really become a companion to your work. What other AI prompts have you found helpful in customer success roles?

B2B SaaS companies tend to care about one thing above all: pipeline. However, pipeline struggles and harvesting demand are often a result of bad messaging and poor positioning. Most companies think they have a lead gen problem, but it’s not (just) that. It’s your inability to clearly articulate why you matter. When companies are shopping for a new vendor, they decide the few companies they're gonna get a demo with (our research shows it's typically just 3) based on brand fame, recommendations and messaging. Building brand fame takes years, but improving your messaging is the fastest way to drive more pipeline. How so: 1. Great messaging boosts conversion rates. If your target customers don't resonate with your messaging, you have a problem. The right messaging minimizes friction at every stage of the funnel, making it easier for prospects to say “yes.” More conversions = more pipe. 2. Differentiation creates demand. Talking about what you do for the customer is not enough. Lots of companies do the same thing. In crowded markets, being different from category leaders goes a long way. Everyone has almost every feature, most say the same things. Differentiate, and you’ll carve out space in the market, creating demand for your brand in particular and driving more pipeline. 3. Aligned messaging = more qualified leads. When marketing and sales speak the same language, the whole machine runs smoother. Better messaging gets the right leads in, sales closes them faster, and the pipeline grows. You waste less time on bad-fit prospects and focus on what matters. Most companies have an undiagnosed messaging and differentiation problem. Fix that, and all your pipeline metrics improve.

I was working on the messaging for one of my SaaS companies, Instant Landing Page, when I had an eye opening moment... Most of our messaging was passive when it really needed to be direct. What do I mean by this? Our language was saying what customers "should do" instead of what they "must do." This made our messaging feel weak and optional. But in a crowded market, we can't afford to be vague. We needed to switch from passive suggestions to active, urgent messaging. In our case, instead of saying: "You should do content marketing." We started saying: "You need to do content marketing... Here's why" And we didn't stop there... We went on to provide clear steps for how our customers could achieve it. This approach made our message stronger and a lot more actionable. It's this kind of shift that turns a good Go-To-Market strategy into a growth driving machine. If you're a SaaS Founder looking to make your messaging more powerful and action-oriented, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. (Link in the comments below 👇)