Stop guessing & start growing your SaaS
DemandMaven’s Growth Engagement uncovers the insights & action steps you need to scale
Unblock your next growth phase through customer research that clarifies your positioning and messaging, reveals the right growth strategies, and helps you prioritize next steps.
Get in touch to see if DemandMaven is the right fit for your established-and-growing business.
VC-funded or bootstrapped? B2B or B2C? Self-serve or personal demo? No matter how your software business is structured, we’ll help you identify your best-paying customers, build strategies to retain and acquire new buyers, and scale your SaaS sustainably.
Built for successful & ambitious SaaS founders
You made a product customers love. You’ve got a great team, and you’ve hit $1MM ARR. You’ve gotten this far. So where do you go from here?
If you’ve got big dreams and a definite destination in mind for your business, you’re gonna need a roadmap to help you get there. That’s where we come in.
Our Growth Engagement service is purpose-built for founders, CEOs, and directors like you, if you…
Are ready to amplify your impact
Like many hardworking CEOs and founders, you’ve got an incredible product and a fair few paying customers already.
You’re pretty sure you’ve reached the promised land of product-market fit… but when it comes to expanding your reach and growing your MRR, you’re feeling a little lost.
Let’s get your product into the hands (and laptops) of more of your ideal users.
Want a clear path to growth
SaaS businesses need a strong growth foundation in order to generate repeatable, scalable results. To grow sustainably, you’ve gotta know:
- Who your best customers are
- Why your best customers buy over other alternatives
- How your website performs (or doesn’t)
- Top channels generating customers
- Where your customers hang out
- Objections your customers have
- What they’re comparing your product to
- … and so much more
Our work together will help you get to know your customers better than ever before.
Haven't figured it out on your own (yet)
You’ve heard the horror stories of founders wasting precious time and money trying to run growth themselves and hemorrhaging their seed round or 6-12 months of runway with little to show for it. So the idea of figuring out your growth as you go feels less “Hey, let’s do this!” and more “Please, let’s just hire experts” at this point.
You’d much rather focus your time on big-picture moves and operations to support your ultimate goal — whether that’s a rewarding exit or world domination.
Prefer sustainable growth over hair-raising rocket rides
Should you apply to that accelerator? Invest more in top-of-funnel? Hire another salesperson? You’ve probably faced a ton of questions like these, and the “unknown unknowns” just keep coming.
Thankfully, there are people and partners out there who’ve been where you are, and who can help you shave a few years (and gray hairs) off the stress of uncertainty. One of those partners? DemandMaven. Our process helps you arrive at the answers you need to get moving.
“DemandMaven has an incredible ability to quickly learn a company’s vision and begin executing deliverables immediately.”
“They provided immense value to our Motivo team by diving deep into customer and industry research, and then using that data to create a strategic, step-by-step revenue-generating marketing plan.”
– Rachel McCrickard, CEO & Founder of Motivo
Unlock your next big growth phrase
DemandMaven’s Growth Engagement is how CEOs and founders achieve the answers they need to unlock growth in their organizations.
Dozens of profitable SaaS companies have gotten the answers they need from their Growth Engagement — and walked away with a defined plan for reaching their growth goals.
>> Psst, are you at an earlier stage but still looking for guidance? Check out the Go-To-Market Engagement.
Step 1: Get crystal-clear on your customers
Your success thus far isn’t a fluke — and your next stage of success won’t be, either.
We conduct in-depth customer research to understand not just who your customers are, but why they choose you. Next, we analyze that data alongside market & competitive research to answer important questions like “What messaging works best? What channels should we focus on? What roles should we hire for next?”
Step 2: Establish your baseline & KPIs
Let’s take a top-down look at your current funnel(s) to see how they turn people from total strangers into dedicated customers.
During this analysis, we’ll establish benchmarks to measure your growth by. And we’ll identify the best levers to pull to help you reach your goals faster.
Step 3: Start implementing your growth plan
None of this “Here’s a bunch of fancy documentation, see you later” consulting malarkey.
After we define your growth strategy and clearly articulate your growth options, you’ll have clear action steps. You can run with your strategy from there, or hire us to implement it for you.
Our flexible process grows with you
Every Growth Engagement covers the strategic areas that directly contribute to your growth, including customer research, positioning and messaging, channels, media spend, and more. While our process is always the same, what it reveals about your business is unique — and uniquely valuable.
And if your business needs a little extra help? It’s easy to deepen the scope of your Growth Engagement.
Choose your own growth adventure
One size definitely doesn’t fit all — especially in the SaaS and startup world.
That’s why the Growth Engagement comes with add-on deliverables. We’ll recommend the right ones for you, so you can walk away with everything your business needs to grow.
Customer research and insights — Why do they buy? Why do they buy from you? And what keeps them coming back?
Positioning and messaging — Discover which concepts and copy really resonate
Market & competitor research — Understand your place in the market, so you can get to 1st
Marketing strategy — Instead of spraying scattershot, use your budget on the channels that earn the most ROI
Growth strategy — Know exactly where you’re going and how you’ll get there
Price sensitivity analysis — Price can be a big reason to buy (or not). Don’t over look it!
Onboarding & activation strategy — Win and activate more customers
Website strategy — Site not doing your SaaS justice? You wouldn’t be the first…
Content marketing strategy — Publish useful stuff your target audience loves to share
Growth roadmapping — Understand which steps to prioritize and choose the people & tools to get you there
Product-market fit analysis
“Working with DemandMaven was the biggest sense of relief.”
“I got the clarity and confidence that I and my business needed. If you’re thinking about hiring DemandMaven, you should obviously do it. A weight is going to lift off your shoulders, and you’re going to do some amazing work together. Your business won’t be the same.”
– Luke Beard, CEO & Founder of Exposure
Work with a growth-obsessed team
DemandMaven was founded by lead growth strategist Asia Orangio in 2018. Along with her work here, Asia advises SaaS companies and VC funds all over the world. She’s also a TinySeed mentor, and sits on the board at Moz.
Before starting DemandMaven, Asia worked for two VC-funded, high-growth startups in Atlanta, GA as head of marketing and head of demand generation.
☝️ All that is to say that when you decide to work with DemandMaven, you’re getting a team who really gets SaaS.
Experienced in both B2B and B2C markets
Understand GTM strategies for a variety of models and market segments, including freemium, self-serve, demo, and SMB / mid-market / enterprise
Battle-tested in both VC-funded and bootstrapped companies
Deeply experienced with proven SaaS frameworks that generate results
Reserve your Growth Engagement now
& get clarity on your next steps
The path to growth is different for every business, so let’s quickly get some clichés out of the way: there are no silver bullets. One size does not fit all. And the best answers lie within your existing customers and team.
Here’s how we approach each of the critical practices that make up your Growth Engagement:
Customer Research & Insights
In order to grow, you need to know where and who that growth is actually coming from (hint: it might not be who you think!). That’s why the best growth ideas are actually right under your nose. They come from your customers.
As part of our customer research process, we’ll interview your highest-LTV customers to get to the heart of:
- Who your best customers are
- Why they bought your product
- What makes the product different, better, and special in their eyes
- How to find more customers just like them
Positioning & Messaging
As positioning expert April Dunford says, “Positioning isn’t something you create. It’s something you discover.”
We’ll analyze the competitive market and identify the best positioning based on what we heard from customers and what’s in the market today.
Our work in positioning & messaging directly improves your:
- Sales communication to warm and cold audiences
- Website copy and messaging
- Ad copy
- Messaging for software directories like Capterra, G2 Crowd, etc.
After analyzing your customers, market, and product, we’ll define your growth strategy.
What does that actually mean, you ask? We’ll find out:
- How best to position your product in the market today
- What channels to start leveraging (and which to scrap, if applicable)
- How to best invest your marketing budget
- What gaps your existing funnel needs to fill — such as adding to (or rewriting) your website copy
- Benchmarks you’ll need to hit to reach your goals
- What KPIs to track to know you’re making progress
Pricing & Model Insights for Marketing
Not all founders and CEOs may realize this, but every time something in the business changes, it directly impacts your marketing strategy.
Adding a new feature set to the product or changing the model (pricing, plans, etc.) also directly changes how you should be marketing.
We’ll define your marketing strategy as it stands today and what needs to change to help you get where you need to go. We cover:
- Positioning & messaging
- Channels — both GTM channels and digital channels
- Model & pricing
Defining your growth strategy is great and all, but how about knowing what tactics come first?
That brings us to growth roadmapping — AKA clear prioritization on what to invest first and where the dependencies lie. Our guarantee: you’ll walk away knowing exactly what needs to be implemented, when it needs to be implemented, and how best to do it.
Product-Market Fit Analysis
Throughout our engagement, we may discover that there’s stark differences in product-market fit for certain customer segments. We’ll use our favorite product-market fit frameworks to help you analyze your customer base and inform your growth strategy.
“I needed somebody who could help us do things, execute things, and actually work towards a whole marketing effort, not just strategy.”
“Asia is more of a partner, a team member, and we’re working toward the same thing.”
– Brian Furst, CEO & Co-founder, Rindle
Frequently Asked Questions
What does the entire process look like from start to finish?
That’s an excellent question. Here’s a complete overview of the entire process.
After you complete your application and jump on an initial discovery call to see if we’re the right fit, we’ll start with a full 1-hour onboarding session. During this hour, we’ll go over your product, your customers, the existing marketing stack, and the current funnel experience.
Afterward, we’ll suggest a project timeline with deadlines so we can gather everything we need to give you the most useful insights.
And if you have a sales team, we’ll meet with your sales leader(s) for their perspective and experience.
Throughout the entire engagement, we’ll be crafting your actionable growth strategy.
How much does it cost?
The Growth Engagement starts at $10K for a one-time project that hands you the insights and action steps you need to reach your next growth goals.
How long does a Growth Engagement last?
The project typically lasts for about 6-8 weeks, but ultimately, the timeline depends on the schedules of your paying customers and when we can interview them.
What are the deliverables in a Growth Engagement?
We provide deliverables throughout the engagement to make our insights easy to digest, and as action-oriented as possible.
All of our strategic work is documented in either a slide presentation, visual board, spreadsheet, or written document. Customer interviews are recorded, transcribed, and parsed in a database that provides data-driven insights and serves as the source of truth for your actual, honest-to-God “voice of customer”. Our roadmaps are delivered visually, and presented again in a written format once reviewed and approved.
No matter what we create, it’s yours to keep. Our deliverables aim to be educational while also defining the plan and next steps. (And, of course, they’re laid out so clearly that even a trained monkey could pick up the plan and implement it.)
This sounds like a lot of work. How much of my time will you need?
You’re not wrong. It is a lot of work, but it’s worth doing!
When we work together, we’re partners. The founders and startups that we work with — the ones that get the most value out of a Growth Engagement — are the folks who engage, provide timely feedback, and help us access the information we need to be successful.
What happens after the Growth Engagement?
Growth Engagements are designed to illuminate the clearest paths to achieving results, so after we deliver our insights and the plan for moving forward, the next step is to decide how you’ll execute it. CEOs and founders usually choose one of the following paths:
- Execute the plan themselves with their existing team
- Hire a full-time marketer or head of growth
- Hire contractors or freelancers to execute
- Hire us to implement the plan
- All of these are valid options and will depend on your budget and needs.
What if I don't have any paying customers? Can I still get value from this?
Excellent question. The TL;DR answer: it will be valuable, but it won’t be as effective.
Here’s the thing: if you don’t have paying customers, then most of the growth strategy is based on guessing. Think about it — how do you craft your strategy for acquiring more amazing customers if you don’t have any yet?
You’ve got to guess. You’ve got to guess who they are. You’ve got to guess where to find them. And you’ve got to guess what’s going to make them use your product.
You can do research to turn your guesses into a slightly more structured hypothesis, but at the end of the day, you won’t know until you try it. Even then, there’s no guarantee that there will be paying customers at the end of the tunnel.
This stage is what we call “The Great Unknown.” There’s so much that can happen and inform the founder’s mind on where the best opportunities actually lie.
We’ve seen some founders start the process of getting paying customers based on their best guesses… and then realize they need to completely pivot their product. Others may discover that they’ve been thinking and dreaming of the wrong customer segment this whole time. Others quickly learn that their potential customers don’t even consider solutions like theirs because of one specific feature.
Some founders go through this phase and come out of it in a few weeks. Other founders can take actual years to get there. Not saying that to scare you! It’s just the truth.
It’s important that we work with businesses that have achieved the first critical milestone of proving the need for the product and getting (at least) their first 10 paying customers. The reason being is because of three things:
- It’s more likely that “The Great Unknown” will present new information that completely changes your GTM strategy (and therefore rocks the boat of whatever we’d be doing)
- It’s impossible to determine product-market fit until someone pays real money (believe us when we say that cash changes everything. Anything else is a hunch or a best guess)
- You’ll be hiring us to do a lot of guesswork based on quite a lot of hypothesizing (which isn’t really an effective investment to make)
If you have active users, but they’re not paying for your product yet, then there’s definitely a use case for bringing us in. We can help you figure out how best to monetize the product and improve adoption rates as you go to market.
Here’s what we’d recommend if you’re in the “I have no paying customers and need some” boat:
- Focus on customer development and discovery! Use research as a way to get in front of your potential customers. How? It’s simple. Do some research on where your prospects hang out online. Listen to the problems they share, and watch how they go about solving them. Then offer your findings (or other actually helpful advice) to them.
- Tap your existing networks to find your first 10 customers — yep, that includes friends, family, colleagues, and that guy from that random Slack group who seemed interested.
- Offer pilot programs to your potential customers and see who really raves about your product (and who doesn’t).
- Consider running an outbound sales process and reaching out to prospects. Yep, even though it’s not “scalable”. Scalable doesn’t matter at this stage! The only thing that matters is finding passionate, die-hard fans of the product.
- Build an audience of prospects by providing value in some form. Wouldn’t you know it, this audience then becomes your potential customer base. 😉