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Insights, Marketing
Marketing is complicated. There are a million different tools, hacks and trends to put your head in a spin. When I’m struggling with inspiration or don’t know where to start, I always return to my favourite fundamental philosophy of marketing… The Buyer Journey Pyramid.
The Buyer Journey Pyramid represents 100% of your target market, i.e. everyone who could buy from you. The Pyramid breaks down your market into four segments: those ready to buy now (2%), those gathering information (17%), those aware of their problem but not searching for a solution (20%), and those unaware they even have a problem (60%).
The majority of SaaS companies that I meet are only targeting the top two rows, totalling 20% of their target market. So they are overlooking 80%!
Imagine if you could expand your reach by creating content that speaks to the entire pyramid, not just the top 20%. You’d tap into a massive chunk of your target audience that’s currently being ignored. In this email, I’ll teach you how to build content for 100% of your potential customers, from those ready to buy to those who don’t even know they need your product yet.
Let’s break down the four layers of the pyramid and how you can use this strategy to unlock that hidden 80%.
This small group is ready to make a purchase. They’ve done the research, got the budget, and are looking for the final push to choose your product. To target these leads:
Why focus here? This group is already at the decision stage—give them the final nudge they need, and you’ll see conversions quickly.
This group is in research mode. They’re aware of their problem, but they’re still weighing their options and comparing different solutions. To capture their attention:
Why focus here? They haven’t made a decision yet, but they’re close. With the right content, you can convince them to choose you over the competition.
This group represents 20% of your audience who know they have a problem but aren’t actively looking for a solution yet. They may be struggling with inefficiencies, time management issues, or outdated processes, but for various reasons—like lack of time, budget constraints, or other priorities—they haven’t started searching for a fix. Your goal with this audience is to create urgency and educate them on why their problem needs addressing sooner rather than later.
Example:
Let’s say your SaaS product is a project management tool. Many businesses in this row may be aware that their current project management process is inefficient—they’re constantly juggling emails, spreadsheets, and manual task tracking—but they haven’t actively searched for software to solve it yet because they think they can “get by.”
Content to Create:
Why focus here? This group is ripe for engagement. They know there’s a problem, but they need a push to realise it’s urgent—and you can provide that nudge through educational and solution-oriented content. By making their problem top-of-mind, you’ll move them closer to being sales-ready.
This group represents 60% of your audience who don’t realise they have a problem. They’re using outdated or inefficient methods (like spreadsheets or manual processes) and believe everything is working fine because “it’s the way things have always been done.” Your goal is to educate them and make them aware of the hidden inefficiencies or risks they haven’t yet identified.
Example:
Let’s say your SaaS product is a time-tracking tool. Many businesses in this group might still be using Excel spreadsheets or manual timesheets, assuming it’s efficient enough. They’re unaware of the time wasted, human errors, and compliance risks that come with these outdated methods.
Content to Create:
Why focus here? This group offers the greatest growth potential. By educating this audience on the limitations of their current processes, you can raise awareness and move them towards considering your solution, unlocking a huge part of the market.
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