You’ve probably never thought about what goes on behind the scenes when you return a product, but there’s a lot to it. In this episode of the SaaS Backwards podcast, Chuck Fuerst, CMO at ReverseLogix, gives a look behind the scenes at some of the challenges and opportunities in the returns management system category. And because it’s so complicated, their go-to-market strategy requires problem agreement to be considered. And because companies enter different stages of problem awareness, the company has adopted a modular approach to pricing and packaging that allows them to take advantage of a land-and-expand strategy.  Overall, the Fuerst emphasizes their need to stay close to customers, understand their pain points, and deliver value through a comprehensive solution that addresses their needs one step at a time. Key Takeaways from this episode: How active listening shapes their messaging and positioning Building credibility and validation through analyst relationsHow ReverseLogix takes a modular approach to pricing to fit their land and expand strategyOther resources to check out: Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing. The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer. And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.