The secrets to greater market penetration for your software company can be found in the lower left quadrant of the famous Ansoff Matrix. In Episode 62 of the B2B SaaS Marketing Snacks Podcast, we show you how to use Ansoff's Matrix to make the most out of what you already have. You can expand your share of an existing SaaS market using your existing software products and/or services.  You will need to attract new customers in the space, defend the customers you already have against rising competition, and perhaps even acquire a competitor to get the edge. The Ansoff Matrix, named after mathematician Igor Ansoff, is actually almost 50 years old. However, as a SaaS founder, you will find its wisdom will ring exactly true for your software company today. Options discussed include: Adjusting pricing to boost sales volumeBuilding new marketing engine to attract new customersAcquiring competitors to increase market shareBoosting product quality to discourage churnHow to choose the right priorities firstOf the four possible ways to grow a company (according to Ansoff’s Matrix), market penetration is probably the least challenging of the four. Leveraging your company's established strengths, brand awareness and market knowledge is a key advantage. B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software: Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment! The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world. Resources shared in this episode: How to use Ansoff’s Matrix to Guide your SaaS Go-to-Market Strategy4-Step Company Branding Exercise [template included]T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKS Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth. Meet our Marketing Snacks Podcast Hosts:  Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform. Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.Visit Kalungi.com to learn more about growing your B2B SaaS company.