Running a brick-and-mortar bar and marketing B2B SaaS might seem like two different worlds, but look closer, and you’ll find striking parallels. Both require a deep understanding of customer needs, consistent delivery of value, and a willingness to adapt. Here are a few lessons from the bar business that every B2B SaaS marketer should consider:
1. Know Your Regulars (and Treat Them Right)
Bars thrive on repeat customers, and so does SaaS. Whether it’s a favorite drink or a personalized recommendation, regulars feel valued because the staff knows them. In SaaS, this means nurturing existing customers through tailored experiences, understanding their pain points, and solving problems before they arise.
SaaS Tip: Build customer personas that go beyond surface-level demographics. Use customer data to personalize campaigns and create onboarding experiences that feel uniquely suited to each user. And most importantly, it’s on you to have as good as a relationship (if not better) than the customer success team or product team has with the regulars.
2. Craft the Right Atmosphere
A bar’s atmosphere is its brand—the lighting, music, and vibe all contribute to why people come back. Similarly, in SaaS, your brand is more than your product; it’s the total experience customers have with you.
SaaS Tip: Ensure every touchpoint—from your website to customer support—reinforces your brand promise. Consistency builds trust, and trust drives loyalty.
3. Iterate Based on Feedback
Bars regularly tweak their menus based on customer preferences, seasonal trends, and new experiments. In SaaS, product iteration should be just as dynamic.
SaaS Tip: Actively seek user feedback through surveys, interviews, and analytics. Use those insights to prioritize feature updates and communicate changes transparently. Positioning / message strategy needs to be a consistent thread through every communication – whether they are talking to sales, leadership, past employees, etc.,
4. Manage Capacity Thoughtfully
Every bartender knows the chaos of a crowded night where service slows and customers walk out. In SaaS, this is akin to scaling challenges—too many users with too few resources can damage your reputation.
SaaS Tip: Plan for scalability from the start. Whether it’s server capacity or customer support bandwidth, make sure your team and infrastructure can handle growth without sacrificing quality. Knowing what you’ll do when you face adversity is important; but so is knowing how to handle success.
5. Make Word-of-Mouth Work for You
Bars live and die by their reputation. A great experience leads to recommendations; a bad one travels even faster. SaaS operates the same way—your happiest customers are your best advocates.
SaaS Tip: Invest in customer success stories and referral programs. Turn your most loyal users into champions who spread the word about your product. This needs to be a company-wide initiative – not just marketing. If anyone in the company runs into a customer that sings the products praise, they should know what steps to immediately take to turn it into usable collateral.
6. Celebrate Milestones—Together
Bars host anniversary parties and special events to bring people together and strengthen community ties. SaaS companies can do the same by celebrating achievements and milestones with their customers.
SaaS Tip: Highlight customer successes in webinars, case studies, or social media shoutouts. Celebrate how far your customers have come with your product. That’s the important piece – don’t just show where they are; show where they come from and where they are now (thanks to your product and team).
Final Thoughts
At its core, product marketing is about connection—with customers, teams, and the market itself. By borrowing lessons from the bar business, marketers can create stronger relationships, drive loyalty, and deliver more meaningful value. Because whether you’re pouring a drink or rolling out a new feature, the goal is the same: to serve your customers well and keep them coming back for more.
- What B2B SaaS Can Learn from Brick-and-Mortar Businesses - January 12, 2025
- Feelings Drive Motivations - January 11, 2025
- The Outcome You’re Hanging Onto - January 10, 2025
