How to Build an Effective B2B SaaS Brand

Building an effective brand for a B2B SaaS product is no easy feat. It requires careful research, thoughtful consideration of your audience, and a clear understanding of how to use touchpoints to create positive customer experiences. Alex Kracov, former Chief Marketing Officer at Intercom, provides some powerful insights on how to build a successful B2B SaaS brand. Let’s take a look at what he has to say.

Understanding the Relationship between Product, Audience and Market

When building a B2B SaaS brand, it is important to understand the relationship between your product, audience and market. Doing research upfront can provide invaluable insight into what customers want and need from your product. This can include talking with customers about why they are using your product in the first place and the value it brings them. Taking time for research can also help you better understand changes in the marketplace that may have an impact on your business.

Creating a Brand Document

After you have done your research and gained insight into what customers are looking for from your product, it is time to create a brand document that outlines key story elements that will be used throughout all communications across the company. This document should be tied closely with the company mission statement and values as well as any other relevant documents such as style guides or user experience documents. This document should serve as the foundation upon which all communication is built so that everyone within the company is on the same page when it comes to messaging.

Approaching Brand Building through Touchpoints

Once you have established the core principles of your brand document, it’s time to think about how you will use touchpoints to reach out to customers and create positive customer experiences with your products or services. Triggering emotions in customers by interacting with them in meaningful ways is key—whether this means offering personalized emails tailored specifically for their needs or creating special events that engage customers more deeply with your company culture. Additionally, generating organic touchpoints through products built by product teams gives customers something tangible they can interact with when considering engaging with your company or brand further down the line. Finally, Alex Kracov offers 5 principles for supercharging these touchpoints for greater impact on customers feelings about companies/brands—namely consistency, relevance, frequency measurement & optimization; personalization; timing & context; relevance & usefulness; and storytelling & emotionality.


Building an effective B2B SaaS brand requires thoughtful consideration of both customer needs and market trends as well as creative approaches for reaching out through meaningful touchpoints. By following Alex Kracov’s insights on creating strong brands from research-backed story elements through emotionally interactive touchpoints can help project founders, CEOs, startups and other organizations build effective brands that will stand out amongst competitors in this crowded digital landscape we live in today!

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