The Ultimate Guide To A Successful B2B SaaS Marketing Strategy
As a business owner, whether you’re in the early stages of product development or you’re scaling your company, you know that marketing is crucial to success. But what does it mean for a B2B SaaS business? How do you create an effective marketing strategy? Also, which of these strategies will help your business thrive?
To answer these questions, we’ll walk you through the basics and discuss some of the tried and tested strategies in the industry that help you achieve growth.
What is B2B Saas?
To fully know the term SaaS product, you need to know the meaning of B2B SaaS. B2B is a company selling products and services to other companies. Therefore, it’s pretty clear that a B2B SaaS refers to a company providing software to other companies as a service.
What is B2B Saas Marketing?
B2B SaaS marketing refers to the promotion of software based on subscriptions. To succeed, B2B SaaS marketers need to focus on bringing their products to the right audience and at the right time. They also need to emphasize how these products provide customer value.
For instance, your goal in the e-commerce platform might be getting customers signed up for your monthly plans. The key here is to develop a plan that aligns with your goals and targets the right audience.
Also, remember to emphasize how your product can benefit your customers so that they’re more likely to subscribe.
Here are some handy tips on how to create a successful B2B SaaS strategy that will support your business growth:
1. Assign target goals to your B2B Saas Marketing
We always tell our clients that your SaaS marketing strategy will be aimless and ineffective without a particular goal. Therefore, setting goals for your marketing strategy is essential to achieving success. By setting clear objectives, you can easily measure your progress and make necessary adjustments.
Ideally, your goals should be tailored to your business. It would be best if you considered the unique challenges and opportunities that come with it. That’s why it’s vital to set SMART (Specific, Measurable, Attainable, Relevant, and Timed goals for your strategy.
2. Draft a realistic budget
If creating marketing strategies is about creativity, then the sky would be the limit. But unfortunately, this isn’t always the case. You need to create a more realistic budget for your marketing campaigns and strategies.
By allocating a reasonable budget beforehand, you won’t be wasting time thinking about the strategies you couldn’t implement. But how much of your revenue will you have to allocate to marketing your B2B SaaS products? Well, a rule of thumb is mid-sized to large businesses have to give at least 40-50% of their annual revenue.
3. Improvise your marketing tactics
Once you’ve set a budget, the next thing to consider is how you can achieve your goals. Here are some points on how to effectively implement your B2B SaaS marketing strategies:
- Know your audience: It’s almost impossible to design a successful B2B marketing strategy for your SaaS business if you don’t know your target audience. Personalized marketing has also become highly prevalent.
- Re-evaluate existing strategies: Before you brainstorm new techniques or engage them in the process, you should re-evaluate your current SaaS strategies to rule out what’s working and isn’t. That way, you’ll understand better what has worked for you in the past and what direction you need to follow.
10 Proven strategies that will guarantee your B2B Saas Marketing Success:
Now here are the ten proven strategies that will ensure your B2B SaaS marketing success:
1. Create and publish quality content only
Creating high-quality content establishes you as a thought leader in your industry, which will boost your brand image.
Therefore, creating content like books, blog posts, case studies, podcasts, white papers, and social media posts create an excellent B2B marketing strategy. It allows your brand to reach your target audience demographic, introduce them to your company mission, and enhance brand recognition.
Quality content educates your customers. It helps them learn something they’re interested in or is helpful to them.
2. Build a solid Social Media presence
A single and effective strategy is to connect with your target audience more personally as you foster a loyal relationship with them.
Regular interaction with your audience will keep you on top of their minds and lead to a more lasting impression than any other ad campaign.
Here are some tips to make the most of your social media presence:
- Pick the right platform: Don’t just jump straight away to popular platforms without doing your research. Make sure the said platform fits your brand and what kind of content will work well when promoting products and services.
- Stay consistent: Ensure all your posts are relevant to your industry and connect well with your target audience. Otherwise, people will quickly lose interest in following you on social media.
3. Keep the community engaged to keep it alive
If you play your cards right, customers might come pouring in on social media. One of the best ways to keep them engaged is to publish highly engaging and informative content.
Companies nowadays are investing in online webinars and creating forums and groups on social media to educate and engage customers. It is a fantastic way to entertain your audience while listening to them and resolving whatever issues or problems they might have.
4. Promote customer’s testimonials and partnerships
Many customers nowadays look at the brand, its online presence, and customer reviews before deciding to make a purchase. That’s because people tend to trust people and their experiences more than they trust ads or any other marketing campaign. Know how to get more product reviews here.
You should prominently display your testimonials, your website, product pages, blog posts, social media profiles like LinkedIn, and other relevant locations you think potential customers might see.
You can also include testimonials as part of the content of your email. Doing so encourages more people to try out your product and eventually sign up for a free trial.
Ensure your testimonials come from satisfied customers who either used the features of your product or signed up for a trial. Doing so will help prospective buyers know what to expect before they can eventually come up with a decision to purchase.
5. Keep a variety of pricing plans
Pricing plans are one of the most important aspects if you have a SaaS business. That’s because they give customers the freedom which ones they see fit and what they can afford. It also lets you know their limitations, as they need.
More than not, it’s the people who are not satisfied with your pricing are the ones who will ask you for personalized plans.
6. Invest in trendy video marketing
Video marketing has taken social media seriously and is here to stay.
People have started to consume more video content. Therefore, you need to step up to incorporate your customers’ needs into your existing B2B marketing strategy.
You can use video content in various ways and then market it to a relevant audience. As you educate your existing customers, you can generate more leads.
7. Make an effective SEO a priority
A legit SEO strategy will drive more leads to your sales funnel without the help of Google ads.
SEO focuses on your website, such as how well it is designed, the main keywords for your target audience, and natural backlinks that enhance your site’s Domain Authority or DA.
After knowing which keywords to target, you can optimize your site to be on the top spots in search engines, enhancing your visibility.
8. Devise an attractive referral program
Referral programs are perhaps one of the most effective ways to garner more leads and improve sign-ups. Usually, they work well when people tend to purchase something if it’s recommended by a person they trust.
Crafting an effective referral program helps you gain more leads, improve your sign-ups, and bring in a more targeted audience. You might also need to find affiliates to promote your products online to drive more traffic and sales.
9. Provide Saas-centric review portals
In SaaS businesses, wherever you look up a related keyword, the first few results always come from forums and review sites.
You can check out sites like Clutch, G2, Capterra, Software Suggest, etc., and have your company listed on these platforms. If this isn’t part of your SaaS strategy yet, then it’s time to do this as soon as possible.
10. Use Account Based Marketing
Any B2B business (including SaaS) would benefit from account based marketing. It is because ABM marketing campaigns allows you to market your product to decision makers that can impact your business as a whole.
By definition, ABM is a marketing strategy that allows you to target specific accounts that has potential to use your SaaS. It’s not a general approach since every step of the marketing is dedicated to marketing your product to a specific target.
So, there you have it. Hopefully, all that we’ve tacked will benefit your B2B SaaS marketing strategy to make it thrive in the long run. Good luck!