Becoming an industry leader is a goal of many mid-market and enterprise B2B SaaS businesses. And unfortunately, reaching that point doesn’t happen as quickly as bringing product to market. Companies who are considered industry leaders have years and years of expertise under their belt.
As a marketing leader, it is your responsibility to develop and grow your team’s subject matter expertise (SME) about your product and industry. Of course, it’s easier said than done - especially when you hire new talented team members who aren’t familiar with your customer profile and don’t have deep knowledge about your product.
Here are a few successful methods to grow your team’s SME -
Sit on a sales call - The best way to learn about your customer is to work directly with your sales team. You’ll hear from prospective customers what their pain points are and how your product can better serve their team. In addition, you have the opportunity to pick up on things during the call that will spark ideas for content and ads.
Run an industry survey - We have seen several B2B SaaS marketing teams be wildly successful by running an industry survey. The goal of the survey would be to help your customer see how others in their industry are doing and understand the competitive landscape they exist in. For example, if you are a marketer at a CRM company that targets large non-profit organizations, you could develop a survey asking questions about the industry’s usage of technology to acquire new donors and retain existing ones. The results of the survey will be helpful to non-profit industry leaders and help you as a marketer develop more content, while having a lead gen tool for prospective customers.
Hire industry experts - If creating new content and ad strategies is somewhat difficult, your team may benefit from hiring an industry veteran with a deep well of expertise about your customer profile. They will be uniquely qualified to produce high value content that helps demand gen and product marketing. We have worked with enterprise B2B SaaS companies who saw a need within their industry and created software to be the solution. Their marketing is stronger and they acquire customers faster, because they understand the needs of the industry.
Growing your team’s subject matter expertise is time consuming, especially when you are responsible for executing the marketing strategy and being held accountable for marketing’s contribution to revenue.
Having a standardized method of growing your team’s SME can help accelerate your team’s knowledge of your ICP. Industry experts with experience in the space will help create effective content and ad strategies. As a result, your software will be established as the category leader.