Marketing strategy for a SaaS product in the PRM segment

In the competitive B2B SaaS market, customers are won by those who know how to communicate the value of their product in a simple, clear, and strategically beneficial way. Ezra, a powerful Ukrainian PRM platform that combines affiliate programme management, finance, analytics, and communication, turned to Solve Marketing with a clear request:

To create a marketing strategy that would ensure sustainable growth and reach the target MRR.

Despite its strong technical background, Ezra needed to strategically justify its positioning, streamline its lead generation channels, and create a clear go-to-market plan.Our task was to create a marketing system where every channel, every segment, every message works towards a single goal — business growth.

💡 The market does not need complex products. The market needs simple solutions to complex problems.

How long did it take to develop the strategy?	200 hours, 6 working weeks
What is the composition of the marketing strategy development team?	Head of Marketing Team, Head of PM Team, Head of Content Team, 2 operational marketers, SMM marketer, Head of PPC, Facebook PPC, SMM marketer.
How was the result of the work used?	Implementation of Solve Marketing.

Context and challenge

Ezra is a SaaS platform in the PRM (Partner Relationship Management) category, created as an operations centre for managing traffic, finance, analytics and communications in performance marketing.

The product already had:

• active users;
• unique functionality, that allowed tracking the effectiveness of campaigns in real time, automating financial calculations, and simplifying the management of affiliate networks.

⚠️Але project faced a typical problem of growing B2B products:
weak differentiation in the market, lack of clear value communication, infrastructure-limited marketing and, as a result, low conversion of potential leads into paying customers.

Goal: This is a trade secret, but we can only say that the goal was precisely formulated in terms of the number of clients, the amount of MRR, and the timeframe within which we had to reach these figures.

We had to build a full-fledged system: from analytics and positioning to the acquisition funnel and scaling plan.

After a detailed team briefing, we immersed ourselves in the context of the product, team, market, customer behaviour, opportunities, and limitations. Because only when you see the system in dynamics, you can create a route that conforms to the growth logic of a particular business.

💡 Insight: Having a strategic vision gives the team confidence and a framework for decision-making. This allows you to scale up quickly without wasting resources on constantly searching for the right path to development. 

Market analysis

We conducted comprehensive research covering markets, segments, behavioral patterns, and technological trends to know exactly where, when, and with what message to appear.

The main vectors of analysis:

🟡 Total market size: In 2024, the global PRM solutions market reached $90.2 billion, and the affiliate industry reached $18.5 billion, showing stable growth (CAGR 11-16%). This confirmed that the Ezra product has potential in a large but fragmented niche.

🟡 Countries with high potential: The US, UK, Canada, Poland, Cyprus, and India are the key regions where demand for Ezra-type solutions is growing. Each has different market maturity and behavioural barriers.

🟡Trends: Massive transition to cloud-based SaaS systems, multi-currency, real-time analytics, AI-based tools (anti-fraud, campaign analytics) — all this shifts customers’ requirements for PRM solutions towards automation and convenience.

🟡 Industry drivers: Growth of small/medium businesses in affiliate marketing, the need for transparent financial management, and the popularity of Telegram as a channel of communication with partners (especially in Eastern Europe).

We have analysed:
which segments are ready for automation;
which technologies are replacing manual processes;
which functional blocks are a minimum (must-have) and which are a source of competitive advantage.
This gave us a sequence:

• who to build on in our positioning;
• which markets to activate first;
• which segments to warm up with educational content, and which are ready for a direct sales message.

Social media analysis

What we did: evaluated Ezra’s current activity on Instagram, LinkedIn, and Facebook — in terms of frequency, content quality, relevance to the target audience, and ability to build trust.

Social media is a showcase for those who are not yet ready to leave a request, but are already comparing you with competitors.

For a SaaS product without a strong personal brand or large-scale advertising, social media is a part of marketing credibility. Posts, case studies, updates, founders’ opinions, UI fragments — all this helps to keep attention. And turn the first interest into an application.

What we analysed:

• Instagram:

The main focus is on visuals without sufficient focus on target audience segments. There are no practical cases, product reviews in the user’s language, and a low frequency of publications. Conclusion: a clear content plan based on Ezra’s segments and use cases is needed, and a brand face (CEO, CPO) should be added.

• LinkedIn:

Potentially the strongest channel, but at the time of analysis it was hardly used. For B2B audiences from the US, Canada, and the EU, it is a source of not just news, but confidence in the company. It requires activation through expert posts by founders, case studies, and participation in discussions.

• Facebook:

Could be used as a supportive channel for the existing audience in Eastern Europe (where Facebook is still important). Reach and engagement rates are low.

OBJECTIVES:

• Create a content matrix for each target audience with case studies, “pains” and a demonstration of functionality.
• Strengthen LinkedIn: personal brand + expert content (topics: AI automation in affiliate marketing, real-time analytics, security of financial payments).
• Showing case studies with real numbers (even without brands) will help to build trust.
• Launch a series of “Ezra Updates” as a regular content format: releases, new features, founder’s opinions.

💡Insight: In B2B, social media works as a marker of trustworthiness. When a potential client enters your name, they should see activity, expertise, and context. A brand with an empty digital footprint is perceived not as a new brand, but as one that has left the game.

Website analysis

What we did: we conducted a full audit of Ezra’s website — from structure and UX to content, SEO, and the action funnel on the pages.

The website is a part of the product. It is through it that a potential client makes a decision:
– Are you really professional?
– Is it worth trusting you with their affiliate budgets?
– Is it clear why they should leave a request right now?

At the time of the analysis, Ezra’s website had a strong functional description, but we saw a classic situation: the product is complicated — the website is even more complicated. This creates a barrier.

The absence of a case study section, weak call-to-actions, lack of argumentation of “why we” — all this critically loses users at the first touch.

We’ve created steps to improve your website as part of the sales funnel, where each screen leads the user to the next logical step.

Do you want your product to grow systematically, not chaotically? Sign up for a free diagnostic — we’ll show you how to create marketing that works for results.

Lead generation analysis

Ezra had a high-quality product, satisfied customers, even the first transitions between tariffs, but the entire flow of new leads was based on the founder’s personal networking. This is a dangerous strategy. Because as soon as the founder leaves the operating room, the flow stops. As soon as the team wants to enter a new market, there are no tools to start scaling.

We also noticed that:

• The period from first touch to conversion is 30 days on average.
  This is a typical cycle for B2B SaaS, but without warm-up touchpoints (content, lead magnets, webinars), this cycle is not compressed.
• No email marketing, lead magnets, or retargeting campaigns.
  After the first contact with the site or demo, users often disappear — and they are not returned to the funnel.
• Lack of cold outreach channels and advertising campaigns.
  Ezra does not yet use Google Ads, LinkedIn Ads, or automated cold emails. This limits the pace of testing new segments.

That’s why it’s important to take a holistic approach to lead generation, and we asked ourselves the following questions:

– Which channels can scale without a funder?
– What messages work at different stages of the funnel?
– How to return a user who has left the site?
– And how to turn a lead into a user, not just a contact?

💡 Insight: If your business grows only through personal connections, it is a lottery. The task of the strategy is to build a mechanism in which each point of contact has a meaning, metrics, and a scenario.

After a qualitative analysis of lead generation, we created the “Basic Lead Generation Strategy”, which outlined our recommendations, media plan, planned budgets and strategies.

SWOT analysis

What was done: analysed Ezra’s strengths and weaknesses, as well as external opportunities and threats in the market.

Most companies know their strengths well, but almost never look at them in a market context. SWOT is a moment of honest diagnosis:

 – What’s working now?
– What’s not working anymore, although it was once valuable?
– What are our real strengths against our competitors, not in our imagination?
– And most importantly, do we have a strategy to neutralise the risks?

SWOT in strategic work allows you to find solutions outside the box, see real areas of strength, not just “what works well”, and identify risks that can destroy growth in time.

Make strategic decisions based on real data, not intuition. Sign up for a free diagnostic of your project from a marketer.

Choice factors

“Our customers choose us because we have cool features” or “because we have a lower price”.

Is it true or not? Real marketing begins when we stop thinking for the customer and start seeing how they think.

Every person — whether it’s the head of an affiliate network, the owner of a marketing agency, or a CTO in SaaS — makes a decision about new software using their own logic of choice:

– Does it solve my real pain?
– Is it safe for my company?
– Is it understandable for me and my team?
– Does it not require changing our entire architecture?

We’ve compiled a list of 150+ choice factors based on our proprietary Solve Marketing framework, created from experience in over 100 strategies.

Based on these factors, you can:

• + Rebuild effective communication on the website and social media.
• + Create trigger messages for each segment.
• + Create a path for the client that not only sells, but also dispels doubts.

Positioning.

What was done: created a clear, differentiated positioning of Ezra as a next-generation PRM platform that combines technological power with adaptability for teams of any size. A strategic core for communications, sales and brand has been created.

Until a company defines its positioning, it will remain invisible. Even with cool functionality, innovations, clients and cases, if you don’t clearly articulate why people should choose you, you remain “just another platform”.

Ezra came up with a product that had the potential to carve out a niche at the intersection of affiliate marketing, financial tracking, and PRM, but without a clear message:

 – Who is our ideal customer?
– What is our distinctive vision of the problem?
– What do we say when we have only 8 seconds of attention?

We have developed a positioning that:

• differentiates Ezra from competitors at the level of meaning;
• opens up the possibility of occupying a category of its own (new-gen PRM for performance bands);
• forms the basis for further advertising, design, content, sales and investor attraction.

The positioning we chose after discussions with the client:

The operations hub for modern performance teams.

The operations hub for modern performance teams

💡 Insight: Strong positioning is not about “we are the best”. It’s about “we’re just right for you”. If after the first sentence the client understands that the product is created for his request, 80% of the work is already done.