Empathy-Driven Marketing: How Brandon Falcon Built a SaaS Growth Empire
Empathy-Driven Marketing
Brandon Falcon launched Falconics in 2014 with just $1,000, initially helping local businesses with web design and social media marketing. His tech background and natural ability to solve marketing challenges quickly caught the attention of major agencies, leading Falconics to become a white-label provider for Fortune 500 marketing agencies. About five years ago, they discovered their true calling in B2B software marketing, where they could leverage their deep understanding of relationship building and customer connection.
The Power of Empathetic Marketing
The core of Falconics' approach centers on understanding the emotional triggers and decision-making factors that influence customers. Rather than focusing solely on features and tech stacks, they help SaaS founders connect emotionally with end users by identifying core beliefs and crafting resonant messaging. This human-centric approach has proven particularly effective in the B2B space, where trust and long-term relationships are paramount to success.
The “60 Conversations in 60 Days” Strategy
A cornerstone of their methodology is facilitating direct dialogue between founders and their ideal customers. Through their signature program, they help founders gather genuine feedback and build meaningful connections with their target audience. One recent client transformed their customer engagement from 3-5 monthly conversations to 13 weekly meaningful dialogues with ideal prospects.
Building Trust Through Authentic Relationships
The Falconics team emphasizes founder coachability and willingness to receive feedback as crucial elements for success. They focus on helping founders narrow their focus to solve specific problems effectively, rather than getting caught up in feature bloat. Their process begins with ensuring founders are open to feedback and willing to engage in direct customer conversations.
The Onboarding Experience
New clients receive a personal response within 24 hours from a member of the leadership team. The process includes:
- Initial consultation with leadership staff
- Deep-dive analysis of existing products and market position
- Assessment of current customer base and lead lists
- Development of educational marketing strategies
- Review of existing leads and customer feedback
- Implementation of relationship-building techniques
Success Through Understanding
The Falconics approach works effectively for both funded startups and bootstrap companies, though funded organizations typically see faster momentum due to available resources. Their process begins with ensuring founders are open to feedback and willing to engage in direct customer conversations. They focus on understanding the true problems being solved and creating clear, simple messages that resonate with the target audience.
Educational Marketing Approach
Rather than focusing on hard selling tactics, Falconics helps clients create educational marketing strategies that naturally empower customers to recognize their need for the solution. This approach helps create a “no-brainer” value proposition where customers naturally gravitate toward the solution. The goal is to make choosing your software feel like an obvious decision for customers, creating a sustainable growth model based on genuine value and trust.
