Welcome to another episode of 3-Minute-Marketing, the only marketing podcast that brings you useful, binge-able 3-minute insights from the world's top growth marketing leaders. Today's guest is Dawn Verbrigghe, CEO and Founder of Jottful, a software company that co-builds and manages professional, affordable, hassle-free websites for small and medium-sized businesses. Dawn is a seasoned SaaS marketing leader and entrepreneur who previously worked for SaaS brands such as Nutshell CRM, Keywee, Intent Media, and Merchantry. Dawn is an expert when it comes to product-market fit. So my question for her is, "How do you know when you have a product-market fit?". Show notes: Product-market fit is one of the most misunderstood definitions in marketing. You know you have a product-market fit when you survey your customers and 40% of them say they'd be very disappointed if they could no longer use your product. It's the moment between customer validation and customer creation, but neither of those requires distribution. Venture capitalists will assume that you haven't achieved product-market fit unless you have also found a distribution channel and people are banging down your door asking for your product. To find out if you've achieved product-market fit, you can look at quantitative things like your NPS score, whether or not your customers are repurchasing from you, or your retention rate if you have a SaaS product. You can also look at qualitative measures, which are important if you aren't yet in a place where you can get all the quantitative data you need. Are your customers actively telling other people about you? Do they do things like send you gifts and Christmas cards? Do they volunteer to do video testimonials for you? Are they writing five-star reviews on Google? Some people argue that you need the 15% word of mouth growth without spending anything on marketing to have product-market fit, but that works better for network businesses or consumer businesses. B2B businesses need to utilize tools like advertising and content marketing.

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