Transform your SaaS Customers with Power-Packed Marketing Stories

Adoption of digital products with SaaS Customers is a function of day to day collaboration. Product Startup teams must engage potential Customers through the discovery, development and distribution journey. Starting with day one, SaaS founders must develop the ability to narrate stories that answer the why and excite prospects with visualization of a delightful future.

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value

Philip Kotler

Quick Summary :

• Why Product marketing is essential for SaaS startups ?
• Storytelling is a powerful tool for product marketers in MENA.
• Customer feedback loops must for SaaS product campaigns.
• Never Prioritize Sales Conversion in Product Marketing Events
• Mindsets driving copycat marketing approaches Demand Generation
• SaaS founders in MENA must lead with power-packed marketing stories

Necessity of Product Marketing for SaaS

Imagine pouring your heart and soul into crafting a groundbreaking solution, something truly transformative. You’ve invested countless hours, resources, and energy into bringing your vision to life. But now that it’s finally complete, there’s a nagging sense of unease.

What if no one knows about it?

Ah, the nagging unease, the knot in your stomach. Your creation, your brainchild, sits in obscurity, akin to a precious secret tucked away in an ancient tome, waiting for the right hands to unveil its wonders.

But how will anyone find it if they don’t know it exists?

Hey, SaaS founder in the MENA region! Are you standing at the crossroads of uncertainty ? Do you find yourself caught in the whirlwind of doubt, not knowing how to bridge the gap between your innovative labor of love and the people out there who truly need and want it?

Imagine building a spaceship in your backyard. It’s incredible, right? But if you don’t invite your astronaut friends to check it out, all that effort might go unnoticed. Similarly, creating a product without involving the very people it’s meant for is like cooking a feast and not inviting anyone to taste it.

Most businesses don’t build masterpieces. Even if they do, it goes unappreciated. It’s a scenario most businesses unwittingly find themselves in, a missed opportunity in the whirlwind of creation. Let’s change that narrative for you

Power of Storytelling for SaaS Customers in MENA

Have you heard of Brian Chesky? 

He’s the co-founder and CEO of Airbnb, A startup that most founders look up to as a beacon for sustainable product growth and success

Probably you all know that Chesky started Airbnb in 2008 when he was struggling to pay his rent in San Francisco. He had the idea to rent out his air mattress to conference attendees who couldn’t find a hotel room. He created a simple website and marketed his idea as “Air Bed and Breakfast.”

The journey of Airbnb didn’t unfold overnight; it was a saga of relentless hustle and unwavering determination. Founders Brian Chesky, Joe Gebbia and Nathan Blecharczyk hustled relentlessly, personally reaching out to landlords, convincing them of the potential of their platform. 

They not only created a website but also traveled door to door, meeting hosts and capturing professional photos of their spaces to enhance the listings. Fundamentally telling stories that resonates with people and makes them want to use his product.

In today’s dynamic business world, companies aren’t merely entities; they’re lively conversations.Marketing is not a one-way street, it’s a perfect picture of a friendly chat over the fence with your neighbor, where dreams, ideas, and concerns flow freely. an ongoing loop of understanding and refinement. 

You can build the best product in the world, but if no one knows about it, what’s the point? 

Chesky’s marketing efforts were simple but effective. He focused on the benefits of his product: it was affordable, convenient, and unique. One of Chesky’s most successful product marketing campaigns was the “Belong Anywhere” campaign. The campaign featured stories of people from all over the world using Airbnb to connect with new places and people.

Chesky believed that Airbnb was more than just a place to stay; it was a way for people to connect with each other and the world around them. A purpose that led them to build a super crowd brand drawn from millions of micro communities of hosts and travelers. 

Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.

Margaret Mead

Customer feedback loops must for SaaS product campaigns

And you know what? Marketing is not just about making a sale; It’s about transforming people’s behavior. So, Airbnb teams executed campaigns that reflected their belief in bringing together like-minded individuals to be their true selves and effect change in the communities.

Many firms create a product that becomes a part of someone’s life, making it better, easier, or more enjoyable. It’s okay if your product addresses a functional need. The real value of marketing though is in being the heartbeat of meaningful innovation, ensuring that what we create isn’t just a product, but a solution that truly matters to people.

Products are created to make a difference and change mindsets for good. Founders lost in the commercial rat race have trouble grasping it. I agree with you that there are a few exceptional SaaS founders in the MENA region rewriting the script. I wish there could be a lot more including your startup.

We all agree that Airbnb’s success is a testament to the power of storytelling. Their campaigns have created deep emotional connections with customers, making Airbnb a global brand.

“But here’s the catch: navigating the marketing maze is like embarking on a thrilling adventure. Yes, it’s complex, diverse, and ever-changing. What works in one corner might need a tweak in another. What works in one industry may not be relevant in another. One business type unsuitable for the other.

A lot of marketing success depends on capturing the subtle detail. “So, fellow innovators, don’t be disheartened by the labyrinthine nature of marketing. If you keep looking for copy cats, cheat sheets and playbooks, you might screw up the stories waiting to be told, and connections waiting to be made.”

Navigating the labyrinthine world of marketing, especially in the vibrant yet diverse landscape of the MENA region, can be daunting for SaaS founders standing at the intersection of innovation and outreach.The challenges are manifold.

The MENA region is a melting pot of cultures, languages, and business practices. What works in one country may not work in another. Additionally, the SaaS landscape is constantly evolving, making it difficult to keep up with the latest trends and technologies.

Product marketing is the art of telling the story of your product in a way that resonates with your target audience and drives demand. It’s also about listening to your customers and understanding their needs, so you can build a product that they actually want.

One of the most important aspects of product marketing is collecting feedback and insights from real people. By understanding what your customers need and want, you can make sure that you’re building a product that they’ll actually use. You can also use this feedback to improve your product over time.

Yet, very few founders in the MENA region seem to appreciate this role. Unlike the hugely hyped and over exposed Product Managers, Product marketers are the unsung heroes of the business world. If you have walked around the recently concluded GITEX exhibitions in Dubai you will appreciate my agony.

Never Prioritize Sales Conversion in Product Marketing Events

100’s of established companies and startups have thronged the mega exhibitions hosted by the United Arab Emirates (UAE) all with the single view of exciting their audience. Decorated booths that seek your attention, information displays enhancing your awareness and business development executives approaching you for interaction.

You can feel the carnival atmosphere there. A kind of festival to celebrate marketing. A met gala of the east to promote your business in the MENA region. Yet, navigating through the stalls, you realize the vanity of all this.

Did you encounter an army of business development folks regurgitating the same old transactional approach. Pushing their message across quickly without appreciating what you really wanted to learn. Presenting one buzzword after another to impress your audience is not marketing. Think deeply about your experience and ask yourself

Did you feel impressed ?

Did their approach excite you ?

Did you learn anything new ?

Did you have an emotional connection ?

Did any of them command your mindshare ?

In the bustling atmosphere of events like GITEX exhibitions in Dubai, where businesses strive to captivate their audience, it’s crucial to recognize the disparity between a mere spectacle and effective engagement. For attendees, it might be a grand affair, a festival celebrating marketing. A labyrinth and a maze full of people Criss crossing the halls with various intentions and quest not to miss out on the golden opportunity.

Imagine yourself as the founder of a promising startup that is in desperate need for runway, visibility, partnership, customers and references. You have to take a tough investment decision to lock up capital in a single event. Facing a dilemma if you want to go the CAPEX or OPEX route. Try to do a cost benefit analysis to ensure you leverage the opportunity to the utmost..

Every founder struggles with these irreversible decisions about spending the right amount of money at the right place in order to further the purpose of business. In this hyper focus on business outcomes, it often happens that the founders not only in Dubai but also in other parts of the world fail to prioritize who they are exhibiting for ?

In other words, the top priority target audience who you are seeking to engage evolves into a cocktail of intents. In the hope of appealing to everyone, product marketing teams and founders of startups typically end up satisfying themselves. Core messaging comes from a position of comfort and skills rather than the outcomes of exhibiting at the event. In this case GITEX GLOBAL, Dubai.

With a technocrat oriented messaging, exhibitors of all shape and size not just startups from across the world miss out on gaining the attention of visitors, delegates, investors etc. You cannot feel anything except the fact that in spite of pouring their resources to captivate their audience, the return on investment can often be dismal.

This is where the significance of astute product marketing comes into play. Product marketers serve as the vital bridge between product development and sales. Their role goes beyond creating an enticing booth; they are responsible for crafting and executing marketing campaigns that not only captivate but truly engage. 

They understand that marketing is not about bombarding potential customers with buzzwords and extravagant displays but creating genuine connections. It’s about telling a compelling story that resonates with the audience’s hearts and minds. Fundamentally, what that means is that you must resort to a proper understanding of your target and communicate in a persuasive language meaningful to them.

SaaS founders in MENA must lead with power-packed marketing stories

Embracing the power of impactful product marketing can transform a startup’s presence in such exhibitions. It’s not just about what you sell; it’s about the story you tell, the emotional connection you establish, and the lasting impression you leave.

Effective product marketing ensures that every penny invested translates into meaningful engagement, creating a difference that lasts in the minds of your audience. It is about going over and above intent based marketing digital marketers focus on. It’s not about the keyword or search volume or rank. It explores the realm of benefits, value for money, outcomes and impact a customer would potentially gain from the product.

n the vibrant landscape of the MENA region, SaaS founders wield the power of storytelling to transform their startups into captivating narratives. By delving into diverse examples from the region, such as the remarkable success of local businesses, we can enrich our storytelling tapestry.

Starts with crafting a message from the customer point of view. Augment it with Visual elements like compelling infographics and real testimonials from startups echo the authenticity of our journey, making our narrative relatable and engaging. Interactive elements, such as quizzes and polls, invite our audience to actively participate, fostering a sense of community.

Expert insights and culturally relevant data serve as the foundation, adding credibility and depth to our narrative. So, in this dynamic world, where market spectacles abound, invest in compelling product marketing. It’s the key to making your audience not just attendees but enthusiastic participants in your startup’s journey. 

Embrace it! Let your product be the story that resonates with hearts, the solution that people didn’t just buy but embraced into their lives. After all, in this dynamic world, it’s not just about what you sell; it’s about the story you tell, the connection you create, and the difference you make.”

So, what are you waiting for? Start marketing your product today! The world is waiting to hear your story.