How to Integrate Customer Pain Points into Business Strategy

At Liquifi, we've reached over $100M in total value processed, and we're still growing fast. Here's 4 principles we've used to scale 👇 1 → Identify who you're actually building for And remember — your initial assumptions might be wrong. When we launched, we initially thought Liquifi was mainly for #web3 founders. But when we talked to users, we realized that our main audience is actually CFOs + Heads of Finance. Founders benefit from the product, but its the finance leaders at web3 companies who suffer most directly from the pain of not being able to manage token vesting, compliance complications, etc. That shift in thinking dramatically impacted: > our product roadmap > our user discovery motion > our outbound sales strategy > which features we prioritized — and why > our entire approach to growth 2 → Identify your ICP's hardest-hitting pain points. We knew we were building for CFOs + Heads of Finance—but we needed to intimately understand their day-to-day pain points. Not just what we thought bothered or annoyed them. Oliver Tang and I had worked at crypto co's before Liquifi, so we understand the end problems—but mainly from a beneficiary perspective. Not necessarily from the CFO seat. To tap into the CFO brain, we interviewed tons of them — dug into their psychology, understood their workflows, and figured out where breakdowns + inefficiencies happen. 3 → Ignore irrelevant features If you can't draw a straight line from [feature X] to [solving pain point Y] — don't build it. Stay laser focused on building what solves your ICP's problems. Ignore other distractions. The ideal motion: > Build the simplest solution to your customer's pain point > Make it insanely easy for them to start using and testing it > Gather feedback, then constantly iterate 4 → Relentlessly test your hypotheses. We're always talking to users. Our entire company—every function—stays as close to our end user as possible. It's the only way to really understand what problems we're solving for — and whether our solutions work :)

Here’s where most companies fail—they tweak targeting or messaging but leave everything else untouched. ICP research is not an exercise to get voice of the customer data for copywriting. A winning GTM requires a full recalibration. Tweaking your messaging or targeting is a start, but if the rest of your go-to-market strategy isn’t aligned with your ICP, you’re leaving massive growth potential untapped. Here’s all that ICP research need to influence: 1. Messaging & positioning: Address your ICP pain points and goals directly, in a way that highlights your onlyness (where you win). 2. Demand gen targeting: Focus your spend where your ICP actually spends time. Know the communities they belong to, newsletter they read, etc. 3. Product roadmap: Build what your ICP needs—not just what sounds exciting. Their priorities are your priorities. 4. Sales enablement: Equip your team with playbooks and objection-handling scripts tailored to your ICP’s specific concerns. 5. Sales process: Simplify the buying experience to match how your ICP likes to purchase. Align timelines, remove friction. 6. Content creation: Create resources that speak directly to their challenges and goals. 7. Customer marketing: Turn ICPs into advocates. Build strategies for retention, advocacy, and expansion that deepen relationships. ICP alignment is a transformation that touches every part of your strategy.

"We need a website refresh." Those words strike fear into many SaaS leaders' hearts. It feels tactical. Expensive. A vanity project. But here's what I've learned working with multiple established B2B SaaS companies: What looks like a website problem is almost always a MESSAGING problem. We faced this exact challenge at one SaaS company. We started immediately on refining our ICP and building a compelling strategic narrative and then quickly rolled out the new message to a newly redesigned site. Our website redesign was a bold move—we chose the most creative concept presented by the agency that positioned us unlike anyone else in our space. Our employees loved it, prospects found it intriguing, and it initially achieved our goal: standing out in a crowded field with much bigger but more boring companies. But after being in-market for a while with this "clever" site built on our initial strategic narrative, the data told a different story. Our demo-to-opportunity conversion was lower than expected. Prospects arrived at sales meetings confused about what we actually did. 😬 Instead of defaulting to another website redesign, we did something powerful: we listened to customers, brainstormed with frontline client teams, and studied newly available data. Here's what that looked like: • Analyzed 12+ months of sales calls to identify how prospects described their challenges • Interviewed customers about how they actually use our solution (not how we thought they did) • Examined usage data to find the most-used features and five-year retention and upsell data to see which customers appeared to be getting the most value • Gathered customer-facing teams to understand what customers told us were the most compelling reasons they bought and continue renewing • Conducted competitive analysis to clarify our unique value • Led an executive offsite dissecting our most successful customer relationships, SWOT and competitor SWOT The result? A tighter strategic narrative and messaging framework that spoke more directly to customer pain points—a significant evolution from our first attempt a year earlier. Then, for our second website iteration, we partnered with Anthony Pierri 🎸 at FletchPMM (the GOAT of home page messaging) and built an entirely new homepage grounded in this research-backed story. When we launched this new customer-driven site: ▶️ Demo-to-pipeline conversion improved by 50%+ ▶️ We maintained the same inbound pipeline even after CUTTING ad spend by half ▶️ Sales cycles shortened as prospects arrived better qualified The hard truth for every SaaS leader: Your intuition about your market is probably wrong. The way you talk about your solution likely misses the mark. The fix isn't just a creative redesign. It's taking a humble step back, doing systematic customer research and having the courage to rebuild your story from scratch—even if that means scrapping work that seemed innovative when launched.