Go to Market strategy consulting and market research for B2B software — a human behavior-based approach.
Buying behaviors decoded.
Messages that resonate.
Story that drives action.
Products that grow.
We help go-to-market leaders and founders in B2B software:
✔ Discover your best-fit target market
✔ Nail your value proposition
✔ Compel buyers with a strategic narrative aligned with their motivations
✔ Optimize your distribution approach
All by predicting hidden buyer's motivations, needs and behaviors following our The Marketing Chasm models.
With 30+ years of behavioral science experience in the Diffusion of Innovations and The Marketing Chasm, our go to market strategy consulting team has helped 200+ high-tech products discover new markets and win in competitive ones, from Fortune 50 to scale-ups and established businesses.
Are these your symptoms?
It's taking too much time to close new customers.
The sales and marketing approach that worked before, is not working anymore!
The market don't get what we do. Prospects don't see the need to use our product!
How to overcome market skepticism and accelerate sales cycles?
It's hard to take off our product!
How do we discover the best buyers to target and convince them?
Your positioning and strategic narrative don't trigger buyer's motivations
Why they buy
To explore new things and find opportunities to be an agent of change.
What they buy
A vision of possibility rather than a product.
What they evaluate
Value Drivers:
✔ Technology, scientific or research base
✔ Leading-edge/disruption
✔ Uniqueness
✔ Performance
✔ Long-term possibilities and impact
How they evaluate
They focus just on building their perception of value.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
Not a big opportunity!
Why they buy
To find a breakthrough that helps them achieve a competitive advantage, stand out over their peers or gain visibility.
What they buy
A scarce high-tech product or custom project with unproven but expected exceptional, functional, strategic or social benefits.
What they evaluate
Value Drivers:
✔ Use Cases / Jobs-To-Be-Done
✔ Features & Capabilities
✔ Product roadmap & vision
✔ Product uniqueness
✔ Product scarcity
✔ Breakthrough impact
✔ Social and status impact
Risk Reduction Drivers:
✔ Adoption support
✔ Adaptation to end-user workflow
How they evaluate
They mainly focus on building their perception of the value of adopting your technology.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
Not bad, but they tend to churn.
Why they buy
To simplify what they already do. They want to solve a specific problem and gain an evolutionary improvement.
What they buy
A proven category of product with a perfect fit for their specific use case, endorsed by industry peers.
What they evaluate
Value Drivers:
✔ Problem or use case fit
✔ Product roadmap
✔ ROI
Risk Reduction Drivers:
✔ Familiar User Experience
✔ Training & Adoption Support
✔ Integration with end-user workflow
✔ Tech stack integration
✔ Industry-specific case studies
✔ Existing category with competition
✔ Short time-to-value
How they evaluate
They build a balanced perception of the value versus risk of adopting your solution.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
This is where you win and scale.
Why they buy
To avoid the penalties of not adopting new solutions. They don't want to be left behind but are almost the latest buyers to move.
What they buy
A proven, simplified product by a well-known brand with a high level of support at a low total cost of ownership.
What they evaluate
Value Drivers:
✔ Problem or use case fit
✔ ROI
✔ Tech stack integration
✔ Integration with end-user workflow
Risk Reduction Drivers:
✔ Familiar User Experience
✔ Training & Adoption Support
✔ Existing category with competition
✔ Short time-to-value
✔ References
✔ Company track record and stability
✔ Universal support & standardization
✔ Sponsors, Partners & Allies
✔ Familiar (or local) channels
✔ Complementary products/services
How they evaluate
They mainly focus on understanding the risks rather than the value of adopting your solution.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
This is where you sustain growth.
Connecting your product to your buyer's mind
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
01
Behavioral Market Research
Reveal the motivations of the type of buyers you're attracting by decoding market and buyer's behaviors through research:
- Customer research interviews
- Market ecosystem interviews
- ICP analysis
- Secondary market research
- SWOT analysis
- Market Validation Tests
02
Strategic Narrative (Positioning) Reframing
Convince prospective buyers and become the owner of a market space with a positioning and story aligned with you buyer's motivations by defining:
- Who is your best-fit target market
- Why they are motivated to buy now
- How you solve their use case
- What's their compelling reason to buy
- What makes you different
- Why should they trust you
- How can you defend this position in the long term
03
Go-to-Market Strategy Optimization
Once focused your North Star (Strategic Narrative), optimize the following go-to-market strategy elements:
- Website & sales narrative / messaging
- Launch / awareness plan
- Packaging and pricing
- Distribution channels strategy
- Sales & marketing funnel
- Partner ecosystem strategy
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
Find the GAPs stalling your growth in 10 minutes
Assess 39 elements and 8 dimensions of your positioning & go-to-market strategy.
Get a FREE report to learn where to put more effort to accelerate growth.
We're not for you if you're looking for an agency to burn money on growth hacks, ads, outreach or other short-term tactics targeting an uncertain market.
We're for leaders willing to make bold choices now to win tomorrow, and switch from a me-too product perception to the go-to solution everyone trusts in your market.
CXOs and founders in B2B software
Established businesses and scale-ups willing to:
✔ Discover the best-fit buyers for your product.
✔ Design a persuading narrative the market trusts.
✔ Laser-focus your go-to-market strategy.
✔ Transform nice-to-have products into got-to-have solutions.
✔ Earn the trust of your sales team.
✔ Increase WIN rates.
Startups willing to:
✔ Discover your best target market.
✔ Differentiate your product's positioning.
✔ Accelerate product/market fit.
✔ Optimize go-to-market strategy.
✔ Increase WIN rates.
Get a FREE go-to-market strategy health report
Get your custom Go-To-Market Strategy Health Report in 3 weeks like the one below:
Book a call to see if you qualify. If you do, we'll get your report ready in 3 weeks.
We just take 1 FREE GTM health report work / month. The regular price is $6,000.
NEXT AVAILABLE SPOT: July
What are our service offers?
What it is?
We'll take your hand to accelerate your product's revenue by making better go-to-market strategy decisions with on-going coaching.
What's the price?
$2,500 / mo
No minimum commitment.
Cancel anytime
What's included?
✔ Monthly 2x45-minute 1:1 coaching calls
✔ 1 x quarterly team workshop
✔ Specific video tutorials to solve your challenges - If we don't have a video, we'll create them for you.
✔ Templates and tools to drive execution
What can we help you with?
✔ Market analysis and Validation
✔ Positioning / Differentiation Strategy
✔ Product offering design
✔ Commercial organization
✔ Launch / brand awareness
✔ Ecosystem and partner Strategy
✔ Sales & marketing funnel
✔ Commercial leadership
What it is?
Live engaging sessions to solve a specific problem.
What's the price?
From $2,500 to $12,000
Money-back guarantee
What's included?
✔ Diagnosis call to define the problem
✔ Digital whiteboard and session flow preparation
✔ Online working session with up to 12 team members to solve your specific problem
✔ Post session Q&A
What can we help you with?
These are the highest demand working sessions, so you have an idea of what can we do for you:
✔ Differentiation Workshop
✔ Customer / Market Selection Workshop
✔ Customer / ICP Discovery Workshop
✔ Jobs-To-Be-Done Discovery Workshop
✔ Traction Acceleration Workshop
✔ GTM Strategy Workshop
✔ Product Launch / Awareness Workshop
What it is?
We'll become an extension of your team to accelerate your product's revenue.
What's the price?
From $5,000 / mo
No minimum commitment.
Cancel anytime.
What's included?
✔ Everything in the coaching package
✔ 1x monthly acceleration sessions with your team
✔ Embedded in your corporate tools
✔ 10 - 15 market interviews / month to inform your strategy
✔ The specific deliverables will depend on your challenes and scope of work
What can we help you with?
We have 3 types of ongoing services packages:
✔ Market Research
Through qualitative research, we'll reveal insights you wouldn't expect from your potential customers, industry, competitors, and your market ecosystem.
✔ Market Strategy
Remove revenue-generating leaks with a clear go-to-market strategy and strategic narrative that fits with the buying patterns of your prospective customers.
✔ Market Building
Accelerate your sales or launch with execution on market validation, customer acquisition, brand awareness and channel building.
What leaders in tech say
"Predictable Innovation really gets the job done! They've implemented a best-in-class go-to-market strategy to find the right buyers, overcome market objections and accelerate traction for our software product."
Julie Taylor
Product Marketing Director
Karan Singh
Founder at Omnia Consulting
"Predictable Innovation's angle to go-to-market strategy consulting with behavioral science has been an absolute turning point to drive more sales for us!"
Rebeca Sanz
Chief Marketing Officer
"Predictable Innovation's team has been instrumental in discovering the best-fit buyers and optimizing our go-to-market strategy. "
Jin Park
Global Business Development
🎙️ The Unstoppable Product Podcast
Listen to our show every 2 weeks for battle-tested strategies for B2B high-tech businesses and innovations to achieve a "go-to solution" status in your market by following the behavioral science of Diffusion of Innovations.
We use real-world examples and case studies to cover topics like go-to-market strategy, crossing the chasm, differentiation, positioning strategy, category creation, market building, competitive advantage, and market analysis.
Decode what your customers really buy. Transform your products into the go-to solution. Become an unstoppable market force.
LISTEN ON YOUR FAVORITE PLATFORM:
Thought Leadership
Spreading the voice of all we know — so we can help more high-tech products succeed.
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