Most SaaS brands drown in jargon. They chase clever taglines and forget the one thing their prospects are craving: clarity. At TypeShift, we've helped B2B tools go from "AI automation platform for enterprise-grade workflows" to "Support that lives where your teams already do." In this post, we break down our approach to SaaS branding and GTM funnels that resonate with real buyers—not robots.
The Problem with Most SaaS Messaging
SaaS teams love to lead with what their product does.
- "Scalable AI-powered data orchestration"
- "Automated workflow integration infrastructure"
These might sound impressive in the boardroom. But they confuse your customer. Confused people don't buy.
Clear > Clever: Your First Job Is Translation
The goal isn't to impress. It's to explain—fast. Here's how we do it:
1. Identify the user's actual pain
Not: "They need AI."
Yes: "They're drowning in notifications from 4 tools."
2. Anchor in their reality
Not: "Intelligent notification routing with NLP."
Yes: "We turn noisy WhatsApp groups into organized support tickets."
3. Use simple, visual language
Not: "Adaptive multi-source sync."
Yes: "Connects Google Sheets, Slack, and your CRM. No code."
The GTM Funnel We Use
Every B2B funnel we build rests on 3 conversion layers:
1. Message → Visual Hook
A homepage headline or short-form ad that instantly explains the product in their terms.
"Every business SOP becomes a WhatsApp thread. We reverse that."
2. Demo Page → Interactive Clarity
A clean landing page or scroll-based explainer that makes the tech tangible. Bonus points if you use screen recordings or micro-case studies.
3. Retargeting → Social Proof & Use Cases
Use Reels, short testimonials, and carousels to nudge trust.
What Actually Works
For Subport (an enterprise support tool), we:
- Rewrote the product pitch in 1 sentence.
- Designed a scroll-friendly landing page.
- Launched a lead-gen funnel targeted to F&B and retail ops heads.
Within 3 weeks, they booked demos from 3 national brands—and now use our copy in sales calls.
The Takeaway
If your SaaS needs explaining, you're not done branding.
Talk like a human. Say what it does. Solve a problem.
Then show me the AI.
