Applying B2C marketing psychology to B2B SaaS with Pierre Touzeau @Claap

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #34, Anna Nadeina talks with Pierre, founder of Claap, an AI Meeting Automation Platform for Sales.

Pierre’s background is quite different from many in the SaaS space. He spent several years at L’Oreal, crafting beauty products and marketing campaigns. His work involved everything from product conception to communication strategies, focusing on how to tell compelling stories that resonate with consumers. This experience ingrained in him the importance of narrative in marketing, which he later brought into the tech world.

When he transitioned to the B2B sector, Pierre noticed a stark contrast. B2B marketing often feels more rigid and structured, focusing on data and analytics rather than emotional storytelling. However, he found that the principles of B2C marketing—understanding the consumer’s journey, emotional engagement, and effective storytelling—could be adapted to resonate with B2B clients.

The evolution of Claap: from asynchronous meetings to sales automation

Claap began as a solution for asynchronous meetings, aimed at alleviating the overload of virtual meetings during the COVID-19 pandemic. Pierre and his team realized that stakeholders struggled to align and make decisions effectively, leading to an overwhelming number of meetings. They aimed to create a platform that facilitated better communication and decision-making through video and contextual feedback.

However, as they developed the product, they noticed a significant shift in how users were engaging with it. Many users began recording meetings using their platform, indicating a demand for a tool that could help sales teams capture and analyze conversations. This feedback led to a pivot in Claap’s focus towards sales automation, ensuring that sales teams could be more productive while adhering to their sales processes.

Marketing strategies: B2C vs. B2B

One of the most critical insights Pierre shared is the need for B2B marketers to embrace B2C strategies. While B2B sales often involve multiple stakeholders and a more complex decision-making process, the emotional element remains essential. In B2C, the decision is often made by an individual based on personal feelings and experiences. In contrast, B2B decisions are typically made by a committee, yet emotions still play a role.

Pierre emphasized that B2B marketers should not shy away from being bold or different. Effective marketing can evoke strong reactions, whether positive or negative, and that’s okay. He believes it’s better to have a small audience that passionately supports your brand than a large one that remains indifferent.

Key takeaways for B2B marketers

• Understand your audience: Just as B2C marketers must understand their consumers, B2B marketers need to know their buyers deeply. This involves recognizing their pain points, needs, and the emotions driving their decisions.
• Be bold: Don’t be afraid to create provocative content that challenges the status quo. This can lead to increased engagement and discussions around your brand.
• Leverage storytelling: Use storytelling techniques to illustrate how your product solves real problems for your customers. This humanizes your brand and fosters a connection with your audience.

The decision to raise funds: insights and experiences

Pierre’s journey also involved decisions around fundraising. Initially hesitant about raising capital, he realized that the right funding could accelerate Claap’s growth and product development. The strong storytelling around Claap’s vision attracted interest from investors, allowing them to raise a significant amount before even launching the product.

He shared that raising funds is not just about the capital; it’s about the relationships and the momentum it creates. With the right backers, Claap could refine its product, test market fit, and scale operations effectively.

Integrating AI into sales processes

As Claap evolved, integrating AI into its platform became a game-changer. AI tools help automate repetitive tasks, enabling sales representatives to focus on what truly matters: building relationships and closing deals. Pierre believes that AI should augment sales roles rather than replace them, streamlining daily tasks while providing deeper insights into sales conversations.

For instance, AI can analyze call data to identify common objections or successful strategies, allowing sales teams to adapt and improve continually. By capturing and structuring data from sales calls, Claap empowers teams to make data-driven decisions, enhancing their effectiveness.

Reflections on wins and failures

Pierre’s journey has not been without its challenges. He candidly shared that one of the biggest mistakes was taking too long to pivot from Claap’s initial concept. Initially, they were so attached to their original vision that they hesitated to make necessary changes. However, once they embraced the pivot, the results were transformative.

In terms of wins, Pierre highlighted the successful integration of user feedback into their product development process. Listening to customers and adapting based on their needs has proven invaluable for Claap’s growth.