What is SaaS Fatigue? How to Think About B2B Marketing

I think we all have SaaS fatigue.

There are millions of platforms out there that can do anything imaginable.

And they all have competitors.

So finding, researching, learning, and implementing a tool for every little task we do isn’t realistic.

What we do instead is:

a.) make do with the tools that already exist within our companies
b.) bring over any existing technologies that we already know and love
c.) find new tools to solve our biggest pain points

Everything else, we generally ignore.

Obvious budget and bandwidth constraints aside, it’s hard to even know where to start looking.

👉 There are tools that can schedule and repurpose your social content. Cool, do I really need that?

👉 There are tools that make it easier for staff to share and engage with company content. Will anyone actually use that?

👉 There are tools that automate mundane processes. Great, will I even have the time to learn that?

So if you’re a B2B marketer, especially at a smaller company with a lean team and even leaner budget, I feel for you.

Finding traction is difficult, expensive, and elusive.

So how should marketers approach B2B marketing considering these three constants?

The key is that there is no magic bullet. No one solution that fits every company, stage, or situation. Of course you need to understand your audience and their pain points. You need to understand the needs of the market and competitive landscape. You need to determine what are you strategic advantages. Your positioning and where you fit in. And the list goes on and on.

For some the strategy is social and events, for another it’s paid media and SEO… This is why I like growth hacking. It’s all about finding and optimizing the most promising areas of opportunity through the customer relationship from acquisition, revenue, and retention.