Article's Content
Article's Content
In the B2B SaaS space, great marketing makes the difference between success and failure. The companies outpacing their competitors in this industry spend 45% more on marketing according to SaaS Capital, and the others fall far behind. This can be the difference between growing fast and growing slowly. Check out this chart to better understand the gap:
If you’re working at a SaaS company, you are likely working in an environment where high growth is something that everyone wants. Our goal with this guide is to help you figure out how to make that come to life.
That’s exactly why we’ve put together this comprehensive guide to ensure you get the most out of your B2B SaaS marketing strategy. Whether you’re an experienced marketer or just beginning, our step-by-step tutorials provide advice tailored to all levels of experience.
Let’s dive into this valuable resource and explore how you can use it to make your digital marketing efforts more successful!
What Makes B2B SaaS Marketing Special
B2B SaaS marketing is different from every other kind of marketing out there. It requires patience, technical know-how, and deep knowledge of your audience.
Here are a few of the most important factors that set B2B SaaS marketing apart:
Difference 1: Customer Journey
For B2B companies, the customer journey is more complex than it is in other types of marketing.
The B2B SaaS customer journey can span weeks or even months as decision-makers evaluate various options and consult with their peers before purchasing.
That’s why it is so important to make a customer journey map. A detailed customer journey map will let you see how to support each step in the buying cycle. You should never overlook B2B personalization and always tailor your marketing efforts according to where your SaaS customers are on the map.
The longer buying cycles in SaaS can lead to sellers having a hard time identifying marketing ROI. But with cycles taking an average of 84 days according to Hubspot, you’ll need some patience. With proper analysis, the impact of marketing efforts will be clear.
The longer customer journeys B2B SaaS businesses experience change both your forms of marketing and how you analyze ROI.
Difference 2: Purchase Process
Unlike consumer purchases, which one person often makes on a whim, B2B SaaS purchases require approval from multiple organizational stakeholders.
Navigating that complex purchase process means meeting needs across multiple buyers. For example, here are some personas you might need approval from and what they could prioritize:
The variety of personas you need to appease along the lengthy purchase process makes B2B SaaS marketing unique.
Difference 3: Persona Targeting
Of course, that difference in the purchase process creates further differences in how you target personas.
Traditional marketing campaigns tailor messages to broad customer segments based on demographics such as age or gender.
But B2B SaaS campaigns must divide their audience into more specific personas. That’s why you should ask a series of questions to help target B2B personas:
- What companies meet your ideal customer profile?
- What will push them to make a buying decision?
- What does their buying process look like?
- How can you get in front of them?
Creating a Winning B2B SaaS Marketing Strategy
With the ever-expanding presence of technology and cloud services, developing a successful B2B SaaS marketing strategy is essential for businesses looking to stay ahead in today’s competitive market.
Even if you have an impressive product offering, your success will depend heavily on how effectively you can communicate its features and benefits to potential customers. That’s where great marketing comes in.
Luckily, understanding the intricacies of B2B SaaS marketing isn’t an impossible task.
Building a content marketing strategy is a marathon.
Not a sprint.
Consistency is 🔑
— Foundation 🎧 (@FoundationIncCo) March 27, 2021
Here’s an overview of some best practices that the most successful B2B SaaS companies use to create their winning strategies.
Setting B2B Saas Marketing Goals and Objectives
As a business, developing clear goals and objectives is key to success.
This applies to your marketing approach as well. Having objectives in place will give you a roadmap that will help you reach the desired destination—a successful marketing campaign.
Let’s examine why setting clear goals and objectives is critical for a successful B2B SaaS marketing strategy.
The Benefits of Clear Goals and Objectives
Setting clear goals and objectives for your B2B SaaS marketing strategy can provide numerous benefits. A few of these are:
Improved Focus
Having specific goals helps you stay focused on what needs to be done and when. You’ll know exactly what needs to be accomplished to reach better results.
That’s what enables the later benefits of clarity, efficiency, and measurement: when everyone is focused, you know what to do, who should do it, and whether you’re successful.
Greater Clarity
With goals and objectives in place, everyone on the team will have clarity regarding the tasks they need to do and how they should go about doing them. This ensures everyone is on the same page and working together towards the same goal.
Increased Motivation
When you have concrete objectives set out, you can find it’s easier to stay motivated because you know what needs to be done to achieve success. It makes it easier for you or your team members to stay focused on getting things done.
More Efficiency
By having clear goals and objectives, you can ensure that all efforts are being directed towards achieving those goals rather than wasting time or resources on activities that don’t contribute to those results.
It also makes sure that you aren’t engaging in repeat efforts. Nothing’s worse than realizing that two team members have been working on the same project independently, meaning that one of them could’ve been focused on another goal!
Measurable Progress
With specific objectives set out, you can easily,measure progress along the way, so that you can track how far along you are toward achieving your desired outcomes from the campaign.
This makes it easy for you, or anyone else involved in the project, to check in with one another about how everything is going without needing too many follow-ups or conversations around progress updates. It also lets you revise your plan as you look at what efforts are meeting their goals.
Building a Budget and Resource Plan
Having a comprehensive budget and resource plan for your marketing strategy is essential.
This plan allows you to maximize the effectiveness of your marketing efforts by ensuring that you are investing in the right activities and allocating resources to the areas that will yield the greatest ROI.
By defining your goals, prioritizing your activities, and monitoring your results, you can invest in high-reward, low-risk marketing.
Define Your Goals and Objectives
The first step in creating an effective budget and resource plan is to define your goals and objectives.
What do you want to achieve through your marketing efforts? Do you want to increase website traffic or generate more leads? Once you have identified your specific goals, it is easier to identify the types of resources needed to achieve them.
This includes financial resources, such as advertising budgets, and personnel resources, such as dedicated staff or consultants. It is also important to set measurable KPIs for each goal so that you can track progress over time.
Prioritize Your Projects
Once you have identified your goals and objectives, the next step is prioritizing which projects should be included in your budget.
This involves evaluating projects based on their potential ROI, then allocating resources accordingly. For example, creating a video with a high production value could have a significant cost, but the return could be much higher than a single Google Ad. Starting a new marketing channel might come with high initial costs in the form of new tools, but pay off in the long run.
Of course, ROI also depends on time. Investing in content marketing, for example, sees returns over a long time scale. That means the sooner you invest in content marketing, the more time it will have to pass you returns.
Depending on your goals and resources, you can prioritize your projects based on their ROI and timescale.
Monitor Results Regularly
Finally, once you have a budget and resource allocation plan, you should regularly monitor your marketing performance. If you notice issues, you can immediately shift the strategy to compensate.
This involves tracking KPIs over time, analyzing performance data on an ongoing basis, and making changes based on that analysis.
It may also involve making changes within existing campaigns or launching new ones entirely depending on what will yield the best results at any given time. This is also where a marketing agency or consultant can help by coming in with fresh ideas and ways to improve.
Identifying B2B SaaS Target Audiences and Personas
Correctly identifying target audiences and personas is crucial for a successful B2B SaaS marketing strategy, because it allows you to tailor your messaging and approach to specific groups of potential customers. Of course, who you target depends on your business model.
You can better understand their needs, pain points, and decision-making processes by understanding your target audience. This allows you to create more effective marketing campaigns that resonate with your target market and drive conversions.
Having a clear idea of your target audience lets you create more targeted work, such as a great content market fit. With a good content market fit, your prospective customers will see content that speaks directly to their needs.
Target Audience 1: Small Businesses
For example, if your target audience is small business owners, your marketing strategy might highlight your SaaS product’s cost-effectiveness and ease of use.
Here are a few pain points of small businesses you can focus on solving:
- Limited personnel
- Difficulty scaling to customers’ needs
- International distribution challenges
- Lack of familiarity with compliance standards
Target Audience 2: Enterprises
On the other hand, if your target audience is large enterprise companies, your marketing strategy should have a very different approach.
Here are some of the issues you could resolve for enterprise companies:
- Assuring security
- Management and bureaucratic inefficiencies
- Scalability issues
- Unwieldy tech stacks
How To Get a Better Understanding of Your Target Market
Creating detailed personas can also help you better understand your target audience. A persona is a fictional representation of a specific type of customer based on market research and hard facts.
By identifying personas, you can better understand your target audience’s demographics, behaviors, and pain points. This can help you create more targeted and effective marketing campaigns.
For example, you might target personas based on company data such as revenue and number of employees, and personal data such as the person’s title and seniority.
Developing Marketing Tactics and Campaigns
Once you have identified your target audiences and created personas for them, the next step is to develop marketing tactics and campaigns tailored to these specific groups.
This can include inbound marketing tactics like SEO optimization and content marketing, as well as outbound marketing efforts like email marketing, social media campaigns, and paid advertising. Depending on your goals and budget, you can mix and match different tactics to create a comprehensive strategy that reaches your target audience and drives conversions.
Remembering the different types of content that resonate with each group is also important. For example, small business owners might be more interested in educational content such as tutorials and webinars, while enterprise companies might appreciate white papers or case studies.
Analyzing Performance Data to Make Adjustments
Once the tactics and campaigns are in place, it’s important to analyze the performance data regularly so adjustments can be made if necessary. Tracking KPIs over time will provide insights into what’s working and what isn’t, allowing you to make changes as needed to optimize performance.
How to Stand Out in the Competitive B2B SaaS Market
Given that there are more than 70,000 B2B SaaS companies out there, according to Vainu, how do you make sure yours stands out?
The answer lies in having a unique value proposition, user-centered design and experience, long-term business planning and modeling, and a focus on value over cost. Let’s look at these different strategies in detail.
Building a Unique Value Proposition
Your business needs to provide something that your competitors don’t offer.
Whether it’s a new product or an innovative approach to an existing one, start by making sure you have something unique about your SaaS that sets you apart from the competition. Consider what your customers are looking for and what unique solutions you can provide them.
For example, if your competitors are all providing a similar product, look at how you can improve the features and functionality and communicate that to your prospective customers. On the other hand, you could change what type of marketing you’re engaging in, since companies in the same industry often mimic each other’s marketing strategies.
Developing a User-Centered Design and Experience
The next step is to create a user-centered design and experience around your product. Your customers should be able to use your software easily and without hassle.
Ensure they have all the features they need to satisfy their specific needs while providing an intuitive user interface that makes them feel comfortable using it.
Long-term Business Planning and Modeling
It’s important to remember that success in the B2B SaaS market isn’t just about short-term gains; it’s also about building a long-term strategy for growth.
This means considering immediate sales and factors such as customer success, user retention, scalability, cost efficiency, and more when building your business plan.
This will help ensure that you are set up for success in the long run by anticipating potential challenges before they arise and positioning yourself accordingly.
Focusing on Value Over Cost
Finally, ensure you focus on the value your solution delivers rather than just trying to undercut the competition on price alone. Provide value for SaaS customers—and back it up with quality customer service, and if you don’t have the resources in-house, look into customer service outsourcing to support your customers.
You will be able to build trust with them over time and generatehigher conversion rates and better brand loyalty.
9 Most Effective B2B SaaS Marketing Strategies for Growth
Having effective strategies for growth is essential. These can make the difference between success and failure for startups and established companies.
Fortunately, by using the most effective B2B SaaS marketing strategies, organizations can position themselves to take advantage of incredible opportunities.
These strategies are designed to streamline operations, save money, enhance customer satisfaction, increase conversions, and ultimately drive more revenue. Let’s get into the details.
Content Marketing and Thought Leadership
Content marketing is one of the most powerful ways to attract and retain customers. By creating valuable, informative content that addresses your target audience’s needs and pain points, you can position yourself as a thought leader in your industry.
According to a study by the Content Marketing Institute, 91% of B2B marketers use content marketing as part of their overall strategy. A strong online presence can passively attract customers to a huge benefit off of a relatively low cost.
Blogging
That’s why experts at Hubspot found that blogging can help you get 97% more links to your website.
Of course, not just any blog post will cut it. You don’t need to be publishing blog content constantly, but you need high-quality content. That’s why you should follow best practices for blog posts.
Whitepapers and E-books
Another effective content marketing approach is creating white papers and E-books. These longer-form pieces of content allow you to dive deeper into a topic and provide more detailed information to your audience.
On top of that, search engines look for longer-form, detailed content. Having longer content with original research will help you accrue backlinks and boost your domain’s reputation, aiding your search engine optimization efforts.
Social Media and Community Building
Social media is a powerful tool for building customer relationships and creating a sense of community around your brand.
You can increase brand awareness and drive leads by regularly posting updates, engaging with your followers, and running social media campaigns. If you’re using a channel that doesn’t allow you to post links within a caption, you can always drive more traffic to your desired pages using a link in bio tool.
Sprout Social has found that almost 68% of consumers have made purchases directly through social media accounts. Clearly, your social media presence is important for regular consumer goods.
But the B2B SaaS industry doesn’t always work the same way that consumer markets do. Looking at the chart above, you might be surprised to learn that the top social media platforms aren’t the best for B2B SaaS marketing. Here are two that are the best for the SaaS industry:
LinkedIn is a great platform for B2B marketing, as it allows you to connect with other professionals in your industry and share your expertise. In fact, when it comes to generating leads on LinkedIn, the platform outperforms both Facebook and X (previously Twitter) by producing over double the number of leads per impression.
Gong’s social media strategy shows exactly how powerful LinkedIn can be. Gong creates compelling content for salespeople–their ideal customers–and has a loyal, active following.
X
X is a fast-paced platform that allows you to share quick updates and engage with your target market in real time. That means you can create high-engagement, relevant content that speaks directly to your audience.
It also connects you with a network of others in your industry you can learn from. You can create partnerships, bond with potential customers, and establish a strong brand voice all from the same platform.
Referral and Affiliate Programs
Referral and affiliate programs are a great way to drive word-of-mouth marketing and increase revenue. You can quickly and effectively grow your customer base by incentivizing existing customers to refer new customers to your business.
Referral Programs
Referral programs are a great way to encourage existing customers to refer new customers to your business. According to Nielsen, “92% of consumers trust recommendations from friends and family over any other form of advertising.”
Affiliate Programs
Affiliate programs allow other businesses to promote your products or services and earn a commission for each sale.
Video and Visual Marketing
Video and visual content are powerful ways to grab your audience’s attention and convey complex information in an engaging and easily digestible format.
Wordstream reports that videos on landing pages can increase conversion rates by up to 80%. That means you can increase brand awareness and drive conversions by creating high-quality video content.
Animated Explanatory Videos
Animated explanatory videos are a great way to explain a product or service in a simple and visually engaging way. They’re becoming more popular in digital marketing, and for good reason: they’re unique and informative.
Product Demos
Product demos are a great way to give potential customers a hands-on look at your product or service. Consumers would rather watch a video about a product than read about it.
Product demos are especially powerful in niche markets. That’s because niche products tend to attract decision-makers that are themselves efforts and will be attracted to unique features and new innovations. A product demo is a perfect way to show that off.
If you want to take it one step further than a video, consider trying an interactive product demo software to create an ungated tour of your product. They capture your product’s front end (either with screenshots, or with HTML/CSS capture depending on the tool), and let you annotate each step, crafting a walkthrough of all the most important features. It’s a great way to enable prospects to see your product without waiting for a sales demo.
Search Engine Optimization, PPC, and Search Intent
Search engine optimization (SEO), pay-per-click (PPC) advertising, and search intent optimization are powerful tools for driving traffic to your website and increasing conversions.
Optimizing your website and creating targeted PPC campaigns can improve your search engine rankings and reach more potential customers. At the same time, optimizing your website for search intent helps you make the most out of that increased traffic.
On-page SEO
On-page SEO involves optimizing the content and structure of your website to improve its visibility in search engine results. On-page factors like title tags and meta descriptions account for 15% of search engine ranking.
Pay-per-Click Advertising
Pay-per-click (PPC) advertising allows you to create targeted ads at the top of search engine results. According to TrafficSoda, PPC advertising can drive traffic to your website within minutes of launching a campaign.
You can even implement platform-specific tools to make the most out of paid campaigns. Whether with Amazon PPC software like Advigator or platforms built for Google’s promotional ecosystem, setting out to take advantage of solutions that can streamline and improve the ROI of your marketing maneuvers will let you make the most of your budget.
Optimize for Search Intent
But it’s not enough to only optimize your on-page content for search engine visibility. You should also design it according to your visitors’ search intent. Search intent is why a person is making a specific search–are they looking to find information, do product research, get to a website, or make a purchase?
To adapt to these different search intents, Canva’s landing page design changes to match why the visitor is on their website. That makes their user experience feel fluid and natural, while giving visitors a good reason to make a purchase.
Similarly, PPC ads might drive traffic to your website, but you must make sure that your users like what they see once they get there. The best ROI will come from carefully designing the landing pages that PPC ads lead to and being mindful of the searcher’s intent.
Review and Customer Feedback Management
Positive reviews and customer feedback are essential for understanding how SaaS customers perceive your product or service and identifying improvement areas.
You can improve customer satisfaction and drive conversions by actively managing your online reviews and incorporating customer feedback into your product development process. Top product development companies understand the significance of great customer support, which also goes a long way in enhancing the overall customer experience.
According to a study by Inc., 84% of consumers trust online reviews as much as personal recommendations.
In-app Product Tours and Demonstrations
In-app product tours and demonstrations are a great way to introduce new customers to your product or service and show them how to get the most value out of it. You can increase onboarding and reduce customer churn rates by providing a step-by-step guide to using your product.
Call-to-Action Optimization and Lead Generation
Call-to-action (CTA) optimization and lead generation are essential for converting website visitors into customers. You can increase your conversion rate and revenue by optimizing your CTAs and creating targeted lead-generation campaigns.
CTA Optimization and Lead Generation Campaigns
CTA optimization involves testing different text, design, and placement of your CTAs to improve their effectiveness.
Lead generation campaigns involve creating targeted offers and incentives to attract potential customers and collect their contact information.¡
Pricing and Billing Strategies
Pricing and billing strategies are crucial for driving conversions and revenue. You can find the best approach for your business by giving different pricing models and billing options a test drive. There are many different types of SaaS pricing models, but some of the most popular are:
It’s important to make sure your pricing model fits your goals and strategy. That means you should experiment with different models in order to find the one that works best for you and your customers.
Frequently Asked Questions (FAQs)
What Is an Example of a B2B SaaS Company?
An example of a B2B SaaS product is Salesforce, a customer-relationship management software businesses use. Other B2B SaaS products include Amazon Web Services, Adobe’s suite of products, and Snowflake.
How Should I Market B2B SaaS Products?
To market a SaaS product B2B, companies can use targeted digital advertising, attend industry trade shows, and offer free trials or demos to potential customers. Building strong relationships and partnerships with other businesses in the SaaS industry can also be beneficial.
What Does SaaS Mean in Marketing?
SaaS stands for Software-as-a-Service. Marketing SaaS products means showing the advantages of delivering software applications over the internet on a subscription basis. Unlike physical products, SaaS products don’t need to be shipped, can’t be damaged or stolen, and come without the downsides of tangible products.
What Is an Example of B2B Marketing?
An example of B2B marketing is a manufacturing company using targeted advertising and attending trade shows to market its products to other businesses rather than directly to consumers.
Final Verdict: B2B SaaS Marketing
Crafting a B2B SaaS marketing strategy can be intricate and intimidating, yet any team can make its mark on the competitive market with the right tips, techniques, and tactics.
You have to carefully consider elements such as setting clear goals and objectives, building a budget and resource plan, identifying target audiences and personas, developing marketing campaigns, and mastering search optimization.
With this detailed clarity in hand, you have what you need to ensure that the success of your B2B SaaS marketing journey is just around the corner!
Want more advice on how to develop your B2B SaaS marketing plan?
The Foundation newsletter brings case studies, downloadable resources, and in-depth guides straight to you. That’s how we help you create content that shapes culture.
