When going through a repetitive and time-consuming mortgage application process in 2017, Mang-Git Ng was surprised that the process wasn’t automated. He realized that there were many industries that still operated in the internet dark ages and that moving all these PDFs and paper documents to online forms could solve a major problem. But after he and his co-founder had built their initial product, they struggled to gain traction, especially with limited sales and marketing experience.  Through much experimentation, they started identifying patterns in their customer base and certain industries (like human resources workforce management and insurance) that had a need for generating, processing, and signing documents, and their product was a great solution.  By focusing on these verticals, Anvil was able to deeply understand the challenges and language used in these industries, allowing them to speak to their target customers more effectively.  Six years later, Anvil is a seven-figure ARR SaaS company that has raised $10M in funding. Key takeaways from this episode: Finding patterns in your customer base that can be exploited for niche-based sellingHow to sell to companies that are resistant to changeWhy you should focus on sales and marketing early in the processOther 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. Is your messaging a sales ally or sneaky saboteur? Let us help with our free content audit. We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos. And the best part? It’s absolutely free. Get started today!