Engaging IT Decision-Makers for a SaaS Product Launch

• Case Study: Engaging IT Decision-Makers for a SaaS Product Launch

• Client: A global B2B SaaS provider

• Industry: Information Technology

• Target Audience: CIOs, IT Directors, and Senior Tech Buyers in mid-to-large enterprises

• Objective: To understand purchasing behavior and key decision drivers for a new enterprise security solution

Challenge

The client was preparing to launch a cybersecurity SaaS product but lacked insight into:

How IT decision-makers evaluate new vendors

What features and pain points matter most in purchase decisions

How to position their offering against well-established competitors

Approach

Our team conducted a CAWI research project:

Online surveys with sample size 250+ IT professionals to quantify buying behavior and vendor perception

Market: EUROPE

Gender Split : 48% Male | 52 % Female.

Fieldwork Timeline: 10-12 business days.

Key Insights

IT DMs prioritized ease of integration, scalability, and vendor credibility over cost alone

Peer recommendations and independent review platforms were primary sources of trust

Messaging that emphasized business continuity and compliance performed better than technical jargon

Impact

Refined product messaging to focus on reliability and seamless deployment

Re-positioned the offering with a stronger emphasis on peer validation and case studies

Resulted in a 40% increase in qualified B2B leads within the first quarter post-launch