Product marketing for B2B SaaS
Your positioning is a guess.
Not a lazy one. You know the product, you know the market, you've sat through a hundred sales calls. But the words on your homepage were written in a conference room, and your buyers don't live there.
02 · The uncomfortable truth
The conference-room accent
Every company writes with an accent. Inside the building it sounds like clarity. Outside, buyers hear it in a sentence. The feature nobody asked about. The category words that all sound alike. The claim that could sit on a competitor's homepage without anyone noticing the swap.
We call it the conference-room accent. It's what positioning sounds like when it's written from the inside out.
01
Sales explains the product five different ways, and the buyer remembers none of them.
02
Launches ship, and the market shrugs.
03
Deals keep coming down to price, because when nothing else sounds different, price is the only thing left to compare.
And yet none of these are content problems. They're translation problems. More blog posts, more ads, and more reps amplify the accent. They don't remove it.
03 · Who this is for
Seed to Series C.A product people pay for.A story nobody can repeat.
Bare Strategy works with B2B SaaS teams between roughly $500K and $20M ARR. You have paying customers. What you don't have is the sentence that explains why you win, in words a buyer would repeat to their boss.
If you're pre-revenue, we're not for you yet. Do the workbookfirst. If you already have a senior product marketing team, you don't need us. Everyone in between is carrying the accent and paying for it daily.
04 · The real alternative
You're not comparing us to other consultants. The honest alternative is what you're doing right now.
A senior product marketing hire runs $180K or more, takes months to find, and months more to ramp. An agency will polish whatever you brief, which is the trap. The brief is the broken part. So most teams keep winging it, and the accent gets a little thicker every quarter.
There's a fourth option. Senior product marketing judgment, fractional. The thinking and the execution, without the headcount.
The space nobody's words are in is worth more than the space everybody's ads are in.
The short version05 · What changes
We don't start with your opinions or ours. We start with 8 to 12 recorded conversations. Your customers, and the deals you lost.
Then positioning becomes what it actually is. A decision, not a paragraph. Which market you're in, which alternative you're beating, which buyer you're for, said plainly enough that your least senior rep can repeat it cold.
From that decision, everything downstream gets rewritten once instead of debated forever. Homepage, deck, battlecards, launch story.
Your buyers already have the words. We go get them.
From the writing
All writing →Positioning
How to handle the "you're too expensive" objection in B2B SaaS
Expensive is a comparative word. When a prospect says your price is too high, they're reporting on a comparison they built weeks before you were in the room, usually against a category floor, a headcount, or the cost of doing nothing. Standard objection handling assumes that comparison is fair, so quantifying ROI only makes you a well-documented version of the wrong thing. Discounting is worse, because it ratifies the comparison and puts your signature on it. The real work happens earlier, in the messaging and on the pricing page, where you decide what your price gets measured against before a buyer picks something for you.
Positioning
Why your ICP doesn't predict buyers (and what actually does)
A firmographic ICP tells you which companies are permitted to buy from you. It tells you nothing about which of them is looking right now, and that second question is the one your pipeline is actually asking. Think of it as a gate and a window. The gate is eligibility, stable and knowable from the outside. The window is a dated event inside an account that turned a tolerable problem into a funded one, and it closes on a schedule nobody outside the company sets. Two accounts can match a profile perfectly and convert at completely different rates because only one of them had a reason in the last ninety days. Here is how to name your triggers, watch for them without an intent platform, and audit open pipeline for deals with no date attached.
Competitive Strategy
How to sell against the status quo when you're already the better product
The status quo wins deals it has no business winning. Samuelson and Zeckhauser measured the effect in 1988 and found that an incumbent beats an equally preferred challenger 59 to 41, purely on being the default. In B2B SaaS that default is usually a spreadsheet, a manual process, or a script somebody wrote two years ago, and it carries a price of zero because nobody has ever totaled it. The fix is a second ledger sitting next to your pricing. The total cost of staying puts a monthly number on the buyer's current workaround across four lines. Time drain, error and rework, opportunity cost, and risk exposure. Filled in by the buyer, not by you.
Start a conversation. The first one is free.
Bring the problem, not a brief. You'll leave with something useful either way.