64- Pivoting and product development with Ansoff's Matrix

Innovative products are the bread and butter of SaaS companies, and it can be tempting to try new things. But when it comes to launching new products, many B2B businesses can stumble at first. Episode 64 of the B2B SaaS Marketing Snacks Podcast is the third and final episode in our Ansoff Matrix series. We discuss the right side of the famous Matrix: product development and diversification (“the pivot”) for B2B SaaS. We show you how to find the most efficient and authentic path to true new product-led growth for existing and new audiences. We dive into.. Tried and true T2D3 strategies for marketing a new product to your existing audience How to manage new product development with what your users actually want The difficulties of pivoting to a new product and new audience – and useful examples of those who get it right. B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software: Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi Brian Graf: CEO of Kalungi B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment! The best founders, CFOs and COOs in B2B SaaS strike an efficient balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is an asset in a hard-charging B2B world. Resources shared in this episode: How to use Ansoff’s Matrix to Guide your SaaS Go-to-Market Strategy 4-Step Company Branding Exercise [template included] T2D3 CMO Masterclass Submit and vote on our podcast topics ABOUT B2B SAAS MARKETING SNACKS Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth. Meet our Marketing Snacks Podcast Hosts: Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform. Brian Graf: CEO of Kalungi As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing. Visit Kalungi.com to learn more about growing your B2B SaaS company.