🌐 SaaS Messaging Fails: Cracking the Industry Expansion Code

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One of the biggest mistakes I see in industry expansion:

👉 Companies assume their SaaS messaging will work in non-SaaS verticals.

So they take the same emails, landing pages, and sales decks that worked in tech…

…and blast them into healthcare, financial services, or manufacturing.

The problem?

The language doesn’t translate.

What I learned at Clari

When I was leading vertical expansion ABM at Clari, we made this mistake early on.

We assumed the word “revenue” was universal.

In SaaS, “revenue” = pipeline, sales, growth.

But in industries like financial services?

“Revenue” = finance.

So instead of marketing sales software, our messaging was landing as finance software. The exact opposite of what we wanted.

It was a painful but important lesson:

👉 Industry expansion isn’t just about targeting the right accounts.

👉 It’s about translating your company messaging so it resonates in the new vertical.

Why this matters

When you expand into a new industry, you need to rethink:

The words and terms you use
The way the industry frames problems
The context for your solution

If your message doesn’t land, your strategy won’t convert to meetings, pipeline and revenue. No matter how good your ABM targeting is.

The takeaway

Industry expansion is detailed work.

It’s not just new accounts.

It’s new language, new context, and new alignment.

Get the messaging wrong, and you’ll sound irrelevant.

Get it right, and you’ll open doors your competitors can’t.

The ABM Expansion Power Hour

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⚡ If industry expansion is on your roadmap the rest of this year or next year, I built the ABM Expansion Power Hour to help: One hour, one process, an ABM strategy directly aligned to your expansion goals. No agency contract. No six-figure salary to budget for.

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