Context
I often get asked what are the top B2B SaaS resources I’d recommend? I usually reply with a *health warning* upfront. The unique characteristics of each B2B SaaS business mean that any content needs to be taken with a degree of scepticism. A lot of content we encounter is written by US authors and from a position of ‘resource abundance’ relative to European counterparts who are often working in SaaS startups subject to intense ‘resource constraints’.
I am also guilty of having written a B2B SaaS “playbook” (overdue an update) which contradicts my view that B2B SaaS is too nuanced for playbooks. However, I do believe the content contained therein can be useful for B2B SaaS novices once they read it through their own lens.
The following represents a list of B2B SaaS resources I particularly value.
Here are some other things to consider before you dive in.
1- We are drowning in a ‘sea of content’ so I recommend you try and zone in on a narrowly defined issue you are trying to solve.
2- I prefer practitioners over theorists (academic) as I believe the B2B SaaS world is subject to so much change that it is nigh on impossible to rely on academic content (which dates quickly too).
3- I note a heavy US male caucasian bias in the below list. Again I would love it if the list was more representative of the broader population. My reference point is simply B2B SaaS writers I believe really *get it*.
4- If you want a career in B2B SaaS, you need to be a voracious reader. The subject is too nuanced to not stay abreast of the latest ideas.
5- If you want to gain some insights from a European perspective I’ve been appearing on a lot of podcasts of late so I recommend you listen to one of those.
Best B2B SaaS Thought Leaders
Avinash Kaushik - brilliant writer with a weekly newsletter (data and analytics)
Mark Suster - one of the leading VC’s writing on B2B SaaS
David Skok - insightful contributor on B2B SaaS - the king of SaaS metrics (VC)
Joel York - an early thought leader in the B2B SaaS space
Tom Tunguz - another great writer (VC)
Best B2B SaaS Books
A lot of the best content for B2B SaaS has remained as long form blogs and thus the number of B2B SaaS marketing books is pretty sparse.
April Dunford -Obviously Awesome - a classic look at the importance of positioning.
My Favourite B2B SaaS Articles
Sales - A Simple Sales Methodology for B2B SaaS Startups - an article I wrote that continues to generate a lot of traffic so I assume it is resonating (-;
Product Onboarding - Why You Should Be Measuring Time To Utility For Your Product - a short article that reminds us of the importance of 'early rewards'.
Sales - You're in the Business of Selling Promotions - short article reminding what you are selling - it is not software, it is a promotion for your main buyer
Positioning - The book Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets offers a good roadmap as to what to do to become a category king.
These two blogs are shorter more accessible introductions to the concept of the category:
Positioning - Category Creation as a Strategy in Tech - Stephen Millard
Positioning - Why Category Creation Should be Your No. 1 Priority for Success? - Ben Wright
The following articles showcase Tunguz at his best:
Onboarding - Why You Should Be Measuring Time To Utility For Your Product - Tom Tunguz
Onboarding - What SaaS Startups Miss in User Onboarding - Tom Tunguz
The importance of the ability of users to get value early especially if the app is in an empty state on sign up is an often overlooked element of activation.
Onboarding - The Challenge of Designing the Blank Slate - Jason Fried
Onboarding - Designing the New Basecamp Blank Slates - Jason Fried
Strategy-Five ways to build a $100 million business - Christoph Janz a VC at Point Nine Capital and a rare European voice for B2B SaaS. Ignore the title - it is spot on in terms of aligning strategy with your target market.
Pricing - How pricing strategy helps shape your entire business model - Alan Gleeson - Work With Agility. Different acquisition routes depending on price point
Finally, I think Mark Suster is one of the best writers on *raising finance* for your B2B SaaS Startup- Invest in Lines, Not Dots
What I’m Reading?
The following represent some of the books I am currently reading (more business than specifically B2B SaaS).
Podcasts and Videos
As we consume more audio-video content the number of Podcasts and Videos covering B2B SaaS continues to explode. I prefer reading and thus my list of resources is influenced by this. There is no shortage of B2B SaaS marketing podcasts, however, I recommend you shortlist the ones to listen to based on the appearances of guests listed above.