How to Get Your First Customers from Your Competitor

How to get your first customers from your competitor (for B2B SaaS) - manually, using G2. No fancy AI agents or mass cold-outreach involved.

The Strategy

Step 1: Find Your Competitor's Unhappy Customers

Search for your competitor's profile on G2, and navigate to the Reviews section.

Step 2: Filter for Pain Points

Use the filter to find 1-3-star reviews. Look at what users are complaining about (recently). Then look for reviewers who have their names displayed (some choose to hide, but many don't).

Step 3: Research the Reviewer

Press on the user's name to open the reviewer's profile on G2. Some will have a LinkedIn link right there, and some won't, but you can still find them via LinkedIn search.

Step 4: Reach Out with Relevance

Go on LinkedIn and drop them a message (if you don't have LinkedIn Premium, you may have to send the connection request first). Open your message with:

"Saw your [competitor] review on G2 re [main problem from their review]. I want to show you how we solved it, any chance we could speak?"

Step 5: Scale Thoughtfully

Write 10 such messages, you may get 2-3 calls from that, and if your solution is solid, they will give it a try.

Why This Works

This approach is effective because:

1. Timing is perfect - They're already frustrated with their current solution
2. Context is relevant - You're addressing their specific pain point
3. Approach is personal - You've done your homework and it shows
4. Intent is clear - They're actively using and evaluating solutions in your space

Key Tips for Success

• Be specific: Reference their exact complaint from the review
• Be helpful: Focus on solving their problem, not selling your product
• Be respectful: Don't bash the competitor, focus on your solution
• Be patient: Not everyone will respond, but those who do are highly qualified

The Numbers Game

From a batch of 10 personalized messages:

• Expect 2-3 positive responses
• Convert 1-2 into actual calls
• Close 20-30% of those calls if your solution truly addresses their pain

This manual approach might not scale infinitely, but for early-stage B2B SaaS companies looking for their first customers, it's a goldmine of qualified leads who are already experiencing the exact problems you solve.

Remember: These aren't cold leads - they're warm prospects who have already demonstrated they need a solution in your space and are dissatisfied with their current option. That's the best kind of lead you can find.

You Might Also Like

• The Strategic Advantage of Directory Marketing: Why B2B SaaS Can't Afford to Ignore It - Learn how directory presence creates a competitive moat for your B2B SaaS
• How to Get Your Software Ranked on G2 (and Why Invest in It at All) - Master G2's scoring algorithm and earn those coveted badges
• Why SaaS Founders Should Skip Clutch (And Focus on Real Product Directories Instead) - Understanding the difference between service marketplaces and product directories