How to Stand Out in SaaS with Powerful B2B Messaging – Insights from Peep Laja’s RevCon Session

When it comes to standing out in the hyper-competitive SaaS space, it’s not just about having a great product – it’s about how you communicate your value to potential customers. At RevCon, Peep Laja, CEO of Wynter, shared his insights on crafting effective B2B messaging that cuts through the noise and drives conversions. 

In this session, Peep emphasized a core principle many B2B companies overlook: messaging is not separate from business strategy. Here’s what we learned from Peep about why messaging matters, how to do it right, and what common pitfalls to avoid. 

Messaging reflects your business strategy

One of the companies’ most common mistakes is trying to change their messaging without addressing strategic issues. You can’t just tweak the copy on your homepage and expect to solve deeper problems like a lack of differentiation or too broad a market focus.

For example, if your company lacks a clear target market, simply changing your messaging to “B2B SaaS marketers” on your website won’t cut it. You need to redefine your business strategy first – from product development to go-to-market execution – and then align your messaging to reflect those strategic decisions.

Peep’s advice? Messaging is a reflection of the overall strategy, not a quick patch. If you’re trying to differentiate in a crowded space, it starts with strategic decisions, not wordsmithing.

The problem with B2B messaging

Peep highlighted the biggest issue with messaging in B2B: everyone thinks they can write. (Sounds familiar?).

Messaging discussions often turn into opinion-driven debates where the loudest voice in the room or the highest-paid person wins. This leads to what Peep calls Frankenstein messaging – a confusing, incoherent blend of ideas that tries to please everyone but ends up resonating with no one.

This approach not only misses the mark with your audience but also hurts your competitive edge. Relying on group decisions is leading to losing a key chance to connect with customers and boost conversions.

Why words matter

Words are the most important part of your website, period. Without them, as Peep put it, it’s like removing Jason Momoa’s beard – your conversion rate will drop to zero.

But the key isn’t just using words; it’s using the right words. Messaging is how you communicate your value proposition, explain your differentiation, and ultimately motivate potential customers to take action. Words are the only tool you have to increase someone’s desire to sign up for your product or schedule a demo.

The two most critical areas for messaging

In Peep’s research at Wynter, he identified two key areas where messaging has the most impact for SaaS companies:

• Shortlisting battles: When buyers are looking for a solution, most already have a shortlist of vendors in mind. About 42% of buyers know which vendors they’ll consider before they even start their search, and 58% ask their peers for recommendations. This means by the time someone lands on your website, they likely already know about your competitors and are deciding which three companies to schedule a demo with. Your messaging needs to make a compelling case for why you should be one of those three.

• Conversion: Whether it’s signing up for a product trial or scheduling a demo, your messaging must increase the customer’s motivation to take action. This isn’t about listing features or sounding clever – it’s about painting a clear picture of how your product will solve their specific problem and why your solution is better than the alternatives.

Three ways to get Into a buyer’s consideration set

You need to make it onto the buyer’s radar. Peep outlined three ways to do this:

1. Innovation: Offer something new and valuable that no one else does. Jasper, the AI content writing tool, is a great example. By being the first to leverage OpenAI’s API, they went from zero to $50 million ARR in just three months. Innovation grabs attention and creates a lasting impression.
2. Money: Outspending your competitors on marketing and advertising can force your way into the consideration set. Companies like Monday.com, which spent more on advertising than their revenue in their early days, successfully bought their way into the conversation by dominating ad space.
3. Positioning and Messaging: For most SaaS companies, this is the most realistic option. You need to clearly articulate your differentiation. Buyers are comparing you directly to the category leaders, so you must explain why you’re better or different. Without a clear value proposition, you won’t even make it to the demo stage.

Common messaging mistakes in SaaS

Peep shared some classic examples of SaaS companies trying to differentiate but falling into the same traps:

• Generic messaging: Saying things like “grow your business” or “increase revenue” isn’t enough. Every company wants to grow, but buyers have specific problems they need solved. If your messaging is vague, it won’t resonate.
• Overcomplicating the message: Simplicity wins. Too often, companies try to pack every feature and benefit into their homepage, but this dilutes the core message. Focus on one clear, compelling value proposition.
• Not naming the enemy: If there’s a giant in your space (like HubSpot or Salesforce), call them out. Be bold and say how you’re different or better. Being vague or indirect won’t help your case when buyers are comparing you to the market leader.

Testing your messaging

One of the biggest mistakes companies make is assuming their messaging works without ever testing it. Your website is like being on a muted sales call – you have no idea how prospects are reacting to your pitch. Are they engaged, bored, or confused? You won’t know unless you test.

By getting feedback from your actual target audience, you can learn whether your message is clear, compelling, and differentiated. The clearer your messaging, the better your chances of converting visitors into customers.

Be brave, be different!

Peep wrapped up his session with a challenge to the audience: be brave enough to be different. In the SaaS world, most companies are afraid to stand out. But those that take risks with bold, unique messaging are the ones that capture attention and market share.

So, if you want to stand out in SaaS, start by aligning your messaging with your strategy, be clear and specific about your value proposition, and don’t be afraid to differentiate from the competition. And above all, test your messaging to ensure it resonates with your audience.

Words are your most powerful tool – use them wisely.

If you want to watch the whole session, check it out here and make sure to join our upcoming RevGenius webinars on RevOps, GTM, marketing, sales and all in between!