Peep Laja @Wynter. Hacking B2B messaging

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/ . I’m your host Anna Nadeina, Head of Growth for saas.group.

In episode #16 we talk with Peep Laja, founder of Wynter (https://wynter.com/), a self-serve B2B messaging and buyer intelligence platform that lets you launch a test in minutes. We had a detailed discussion on messaging and differentiation in B2B sales, a pivotal part of Wynter’s evolution.

The Inception of Wynter: Solving an Unmet Need

Peep’s journey with Wynter began when he recognized a pressing problem in his own business, CXL, an e-learning platform for marketers. As he was writing yet another sales page copy, he found himself wondering, “Is it any good? Does my ideal customer find it interesting or boring? What do they like or dislike?” Peep’s search for a tool that could provide this crucial feedback led him to the realization that there was an unmet need in the market.

Peep and his team set out to build a solution, initially focusing on a consumer-based model that allowed companies to test their website copy with regular consumers. However, they soon discovered that the average e-commerce marketer was not particularly interested in optimizing their product page copy, as it was often a one-and-done process.

Pivoting to the B2B Landscape

Determined to find a viable path forward, Peep and his team pivoted their focus to the B2B market, recognizing the potential for their message-testing platform to serve a more strategic audience. This shift proved to be a game-changer, as they discovered that B2B companies, particularly SaaS organizations, were highly interested in understanding how their messaging resonated with their target audience of product managers, marketers, and engineers.

The team at Wynter faced several challenges in the early days, including finding a reliable panel of B2B professionals to provide high-quality feedback. After experimenting with various panel providers and encountering issues with panel fraud, Peep and his team decided to build their own B2B panel, leveraging their existing network and recruiting from Peep’s other business, CXL.

Peep’s Four-Layer Messaging Framework

At the heart of Wynter’s success is Peep’s unique four-layer messaging framework, which he has developed and refined over the years. This framework encompasses the following key elements:

1. Clarity

The first and most fundamental layer is ensuring that the target audience understands what your product or service is. Peep emphasizes the importance of simplifying complex concepts and using language that resonates with your ideal customers.

2. Relevance

Once the audience understands what you offer, the next step is to demonstrate its relevance to their specific needs and challenges. This involves tailoring your messaging to address the pain points and aspirations of your target market.

3. Pitch/Value Proposition

The third layer is the core of your messaging, where you communicate the value proposition and the promised benefits of your offering. This is the area where you need to be most compelling and persuasive, as it directly influences the audience’s desire to take action.

4. Differentiation

The final layer is all about setting your business apart from the competition. Peep emphasizes the importance of clearly articulating what makes your product or service unique and why it is the better choice for your target customers.

Leveraging Comparison Content and Business Storytelling

Peep has also highlighted the power of comparison content and business storytelling in B2B marketing. By creating blog posts and articles that compare your offering to competitors, you can effectively highlight your unique features and benefits, helping potential customers make informed decisions.

Additionally, Peep advocates for the strategic use of business storytelling, where you share your point of view and evangelize your approach to the market. This type of content, while not directly featured on your website, can be highly effective in building brand awareness and establishing your company as a thought leader in the industry.

Wynter’s Growth Strategies and Lessons Learned

One of the key lessons Peep has learned in his journey is the importance of focusing on the right target audience. Initially, Wynter targeted consumer-facing businesses, but they found that the average e-commerce marketer was not as interested in optimizing their copy as they had hoped.

By pivoting to the B2B market, Wynter was able to find a more receptive audience that recognized the value of their message testing platform. Peep also emphasizes the importance of being visible and building relationships within your target market, leveraging tactics like networking, virtual events, and even in-person conferences.

As Wynter has grown, Peep has also had to navigate the complexities of pricing and packaging, as the company’s cost structure has become more sophisticated. He has learned the value of being strategic about customer fit, recognizing that larger, more established companies are often better equipped to appreciate and afford Wynter’s services.