Malcolm Lewis | Malcolm Lewis Consulting

POSITIONING & MESSAGING FOR B2B SAAS COMPANIES

Grow your pipeline and revenue in 60 days.

I can help you level up your product positioning and messaging to drive more pipeline and revenue.

Position yourself as the obvious choice for your customers

Deliver messaging that resonates

Generate and close more deals


Book a free chat

Are you leaving pipeline and revenue on the table?

The best product doesn't always win. But the best story does. Make sure the best story is your story. If you're not feeding your Demand Generation and Sales Enablement programs with the best customer story in your market then you're leaving pipeline and revenue on the table.

I can help you solve this critical problem. I use actionable insights from your best customers to optimize your story and drive consistent go-to-market execution.

What's the ROI on optimizing your customer story?

When you nail your customer story, you'll see significant improvements in all of the following business metrics. I recommend you benchmark these metrics before and after your positioning and messaging refresh to quantify your ROI.

Marketing ROI

More engagement and conversions on social posts, paid social and paid search ads

More website traffic, longer sessions, fewer bounces

Higher conversions on website calls-to-action, including booked demos

More and faster product trial conversions

More qualified sales opportunities

Sales ROI

Shorter sales cycles

Higher win rates

Bigger deals

Fewer discounts

Customer Success ROI

Faster product adoption

Higher customer satisfaction

Lower customer churn

Higher NRR

What is your customer story, exactly?

Your customer story is the foundation of everything you communicate to customers through your website, marketing collateral, and sales tools.

It defines what you do (your category), who you serve (your target customers), how you help (your product's primary business benefits), and why you're the obvious choice for your target customers (differentiation). It's what you use to attract ideal customers and compel them to buy.

Your story also answers three core questions for your ideal customer prospects. Why change (what they're doing today), Why you (versus other solutions), and Why now (versus later).

Why change

Why change — sell your category as a business imperative

The Why change question is where you establish the business imperative for your target customers to change the way they currently do business. It's where you sell your category as the new and improved way for your customers to work. The answer to this question is often referred to as your strategic narrative.

Why change

Why you — sell your product as the category winner

The Why you question is where you position yourself as the best and obvious choice for delivering the business impact you've sold with your strategic narrative.

Your customer story includes ideal customer and buyer targeting, positioning, and messaging that supports your positioning and proactively answers common customer questions and objections about your product and company.

How do you find your positioning sweet spot?

It's easy to find your positioning sweet spot if you think of it as a process. Simply list out your customers' most pressing business needs and find the overlap between those needs and your product's unique ability to deliver over the competition.

How to find your positioning sweet spot | Malcolm Lewis

How can I help?

I offer the following services for SaaS CEOs and their marketing teams:

SaaS Customer Story Refresh · $3,600*

Build clear and compelling positioning and messaging that drive more pipeline and revenue

I'll help you test and refine your current positioning and messaging so that they resonate more with your target customers. I'll interview your executives, key employees, and best customers. I'll also review your competitors' positioning. I'll then recommend a revised story that clearly states who you should be targeting — and what you should be saying to help them quickly grasp that you are the best possible choice for their specific business and use case. Finally, I'll help you test and validate your new customer story so you know it's a material improvement over your old story — and help you feed your revised customer story into your Demand Gen and Sales Enablement programs.

* I also offer this service on a pay-as-you-go basis at my hourly rate. We can time-box this project based on your deadlines.

Interested? Let's talk.

Book a free call

SaaS Homepage Refresh · $3,600*

Make sure your homepage attracts and engages your target customers

You have a few seconds to engage prospects with your website homepage. 80% of visitors will bounce after reading your headline and sub-heading *unless* you can convince them your product moves the needle on a business metric they care deeply about. I use a rigorous process to score your current homepage and provide clear direction on how you can make it better using mockups to bring my recommendations to life. Finally, I'll help you test and validate your new homepage so you know it's a material improvement over your old homepage.

If you have multiple products, we can focus this exercise on a product landing page rather than your homepage.

* I also offer this service on a pay-as-you-go basis at my hourly rate. We can time-box this project based on your budget and deadline.

Interested? Let's talk.

Book a free call

SaaS Go-to-Market Advisor · $1,800/month**

Make sure you deliver your customer story in all the right places with relentless consistency

With this monthly service, I'll help you and your Marketing team deliver your new customer story consistently across every customer touchpoint — and ensure nothing gets lost in translation. My service includes weekly status calls, goal setting and tracking, and campaign performance reporting. I can also advise on channel selection and provide suggestions, tips, templates, and examples for common Demand Generation and Sales Enablement programs. Finally, I can guide you on setting up customer story feedback loops based on campaign performance and win-loss analysis.

** I also offer this service on a pay-as-you-go basis at my hourly rate. We can time-box this project based on your budget and deadline.

Interested? Let's talk.

Book a free call