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What nouns do you sell?

about 2 years ago 2 mins read
Adam Schoenfeld
Adam Schoenfeld

*Welcome back to your almost-weekly PeerSignal newsletter where I share research, data, and examples from our PLG and B2B Growth indexes.* Explore datasets here ⛏🤓.

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Today I'm thinking about nouns.

Are you selling a product?

Platform?

Solutions?

Use cases?

Utility?

There is no right answer, but I was curious to find patterns and differences across our 1300 SaaS companies.

I dug into some **PLG & B2B examples + take aways here.**

Two things stood out:

1.) Positioning complexity follows scale.

44% of early stage companies use multiple dimensions.

That doubles to 88% at scale.

Examples in the deck.

2.) Product-led growth companies expand positioning around Integrations and Products more often than Solutions, Verticals, and Platform.

Some notable differences in the common positioning language of PLG companies vs other B2B.

Examples in the deck.

This exercise made me think about the classic Theodore Levitt quote: *“People don’t want to buy a quarter-inch drill.

They want a quarter-inch hole!”*

I agree with the quote.

Solutions and benefits matter.

Feature puking sucks.

Specificity and relevance matter.

But in a buyer-led world, I think people also want to see and understand the product.

i.e.

Smart B2B buyers care how it works and what it works with.

The fastest growing companies figure out a way to speak at both levels.

*What are your nouns?*

I read all replies.

Best,

Adam