Prompt Engineering Product Marketing

In B2B SaaS, buyers don’t just evaluate features or pricing — they assess how software fits their unique business needs, workflows, culture, and strategic goals. Subjective Product Needs (SPN) can help SaaS vendors craft messaging that resonates deeply with target buyers, accelerates trust, and improves conversion rates.

Here’s a five-facet framework for understanding and leveraging SPNs in B2B SaaS marketing and sales:

1. Subjective Product Experience: Emphasize User Feel and Perceived Quality

Beyond functional features, business buyers care about how it feels to use the software — intuitiveness, interface design, speed, and the confidence it inspires.

How to apply: Highlight aspects like “intuitive interface designed for busy teams,” “lightning-fast performance,” or “modern, clean UX that reduces training time.” This appeals to buyer emotions around ease of adoption and team satisfaction.

Prompt example:
Describe the key experiential qualities of {{product_name}}, such as usability, interface style, and performance attributes that differentiate it.

2. Business Context & Use Case: Connect to Specific Industry, Business Size, or Workflow

Different businesses face different challenges. Buyers respond when SaaS solutions speak directly to their industry, company size, or specific workflows (e.g., “designed for healthcare compliance teams” or “built for mid-market e-commerce operations”).

How to apply: Use industry- or role-specific language, case studies, and tailored value propositions to demonstrate deep understanding of the buyer’s context.

Prompt example:
Explain how {{product_name}} addresses the needs of {{industry}} companies or supports specific workflows like {{workflow_description}}.

3. Role & Persona Alignment: Speak Directly to Decision-Makers and Influencers

Buying decisions often involve multiple stakeholders — from technical users to C-suite executives. Tailor messaging to speak to their unique pain points, goals, and KPIs (e.g., “IT managers gain peace of mind with robust security” or “CMOs accelerate campaign ROI with data-driven insights”).

How to apply: Create persona-driven content and landing pages customized for roles such as CIO, CFO, Sales Director, or Customer Success Manager.

Prompt example:
Identify the primary user roles and decision-makers for {{product_name}} and describe how the product meets their specific objectives and challenges.

4. Outcome & ROI Focus: Define the Business Impact and Goals Achieved

B2B buyers want clear proof that software delivers measurable business outcomes — cost savings, revenue growth, efficiency gains, or risk reduction.

How to apply: Quantify benefits where possible (“reduces customer churn by 15%,” “cuts onboarding time in half”) and emphasize strategic goals like digital transformation or compliance.

Prompt example:
Clarify the key business outcomes and ROI that {{product_name}} helps achieve, including specific metrics or improvements.

5. Organizational Fit & Culture: Address Company Values and Change Readiness

Businesses want solutions that align with their culture, values, and capacity for change. Messaging that reflects collaboration, innovation mindset, or security-first approach builds confidence.

How to apply: Highlight how your SaaS fits company culture or supports change management (e.g., “trusted by innovative startups,” “enterprise-grade security for highly regulated industries,” or “flexible deployment for agile teams”).

Prompt example:
Describe the types of organizations {{product_name}} best serves and how it aligns with their culture, values, or operational style.

Why Subjective Product Needs Matter for B2B SaaS

B2B SaaS buyers are sophisticated and risk-averse. Messaging that integrates SPNs helps you stand out by demonstrating empathy and a nuanced understanding of your customers’ worlds — which accelerates trust and shortens sales cycles.

Also, incorporating SPNs improves SEO and inbound lead quality by matching how buyers search and evaluate solutions online — with language rooted in their real business problems and aspirations.

Practical Steps to Use the B2B SaaS SPN Framework

  • Interview users & prospects: Capture language around experiences, goals, roles, and organizational culture.

  • Analyze sales conversations: Identify common buyer concerns, decision criteria, and subjective preferences.

  • Tailor website & collateral: Segment pages and content by industry, role, outcome, and organizational fit.

  • Test messaging variants: Use A/B testing on landing pages and email campaigns to optimize for resonance and conversion.

  • Continuously update: Reflect evolving buyer needs, market trends, and new product capabilities.

Francesca Tabor