06 / 10 · Industry intelligence
Technology / SaaS / AI
Buyers repeat sentences, not features. Complex products need simple stories.
- Who decides
- Buying committees: a champion, a budget owner and technical evaluators.
- What creates trust
- Specific use cases, credible customers, transparent documentation.
- What creates friction
- Vague positioning, everything gated, slow demos, unclear pricing.
What is changing
Buyers self-educate long before they speak to sales, through search, peers, communities and, increasingly, AI assistants.
AI has made many products sound alike, raising the premium on clear positioning.
Product-led motions blur the line between marketing and onboarding.
Observed category patterns. Sourced figures are added only where a primary source supports them.
The customer
How technology isactually chosen.
- Discovers through
- Search, AI answers, peers, LinkedIn, communities and content.
- Evaluates on
- Clarity of outcome, product proof, security, pricing, peer references.
- Buys through
- Trial, demo and procurement.
Customer journey
8 stages, and whereMaer intervenes.
Select a stage to see what the customer is doing and what we would change.
Channels that matter
KPI tree
From business objectiveto the decision.
Likes and reach are not a measurement system. Every metric here exists to change a decision.
Illustrative operating model
- 01Positioning
- 02Narrative and website
- 03Content engine
- 04Launch
- 05Activation journeys
- 06Pipeline review
A public, illustrative sequence. Not a client SOP.
Capabilities that matter here
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