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👋 Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting tweets and articles from around the internet, plus highlights from my personal swipe file.

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“Come-from-market” over “go-to-market”

I saw this tweet and it really resonated with me. Something I preach about – practically too much – is the importance of building your GTM around your customers. Whether that’s positioning, marketing channels, product strategy, the sales pitch… everything should be built from a core understanding of your customer’s jobs, pains, gains, and triggers.

And, as it happens, I’d tweeted this just an hour before. Great minds think alike!

If your product is for everyone, then it’s for no one.

This tweet and article from Audiense looks at the “my target audience is everyone” myth – and it absolutely exists.

Focus is a core part of the Building Momentum equation: Focus + Confidence = Momentum.

I’ve written about it in my article on niches for riches, sharing one of my favorite processes to build a really niche and focused Ideal Customer Profile:

But we really need to improve education amongst B2B SaaS marketers, product managers, and founders. Niching is not a sign of weakness. It’s a sign of strength, confidence, and smarts.

What do your customers really want?

Yes, it’s another tweet… but this was too good to not include.

What do your customers actually say is troubling them? What keeps them up at night? What does winning look like?

I 💯 bet your customer has never said the words you use on your website hero section. Go and find out!


That’s the Overview for this week

I hope you found something of interest! Let me know by clicking the  icon below.

Thanks for reading, and here’s to building momentum.

James

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