Regardless of the type of business you’re running, there are always some similarities between B2B marketing strategies. However, SaaS companies have a few additional considerations to consider. The following guidelines can help you ensure that you are incorporating all of the major strategies into your B2B marketing campaign.
Make a plan in advance
Before starting your B2B marketing campaign, make sure you have a solid plan. This way you can solve problems before you start your marketing campaign. Part of the plan should include a thorough analysis of the market to find out what kind of strategies will best appeal to your target audience.
Know your potential customers
Part of creating your marketing plan is getting to know your customers. A common and effective method is to create buyer personalities. For B2B marketing, you can create personas of your target companies as a whole or the decision-makers in those companies. The latter is typically preferred.
Each person should include information about the type of company, their struggles, and their goals. Decision-maker personas should also include demographic information such as gender and age, lifestyle factors, and interests. Make sure the persona also includes the role that person plays in the company, such as: B. Mid-Manager or Executive.
Fix an issue your customers are facing
As with any other type of marketing campaign, your SaaS B2B campaign should address an issue that your customers are dealing with. You are offering your software to solve a problem, frustration, or challenge. Create a marketing campaign that makes it clear why this problem is a problem and how your solution will solve it.
For example, if your SaaS is cloud storage, then you can highlight the frustrations of secure storage that can be accessed from anywhere. If you’re selling a background check service, raise concerns about hiring a criminal record.
Create as much content as possible to guide the narration
Due to the nature of SaaS companies, most of the potential customers research your business primarily online. As such, you want to do your best to control the narrative related to your business. To do this, create a lot of content. Documents such as white papers and e-books highlight your expertise and encourage potential clients to hire you. You can also use these documents to explain the previous point how your product solves a problem.
Creating more content also helps with your search engine optimization (SEO) strategy. SEO helps you organically improve your search engine rankings so that you are closer to the top of results and more likely to get clicks.
Combine SEO with PPC
Your B2B marketing strategy shouldn’t be all based on SEO. Pay per click strategies (PPC) are also important. They are especially helpful because they can provide instant results. On the other hand, SEO takes time to produce results.
Offer a free trial
To stay competitive as a SaaS company, you should definitely offer a free trial, free consultation, or something similar. Given the nature of the SaaS offerings, a free trial makes perfect sense. This allows your potential customers to test your system and see the benefits with their own eyes.
At the same time, you have the opportunity to convince potential customers to use your software. You can also take advantage of the fact that most companies won’t cancel their free trial if your software reaches the goal. Even if they cancel after the test, you have at least still generated one lead. You can always realign it in a different marketing campaign in the future.
Get reviews and case studies
If you have a company that is happy with your software, ask them to leave a review. Other companies use these reviews to check whether your company offers a desired service and is reputable.
You can take this to the next level by creating case studies that show how it will benefit your SaaS customers. This is a great way to show decision makers in potential client companies that your software is a smart investment.
Measure your results
During your planning phase, you should decide which metrics to measure to track the success of your B2B campaign. During and after the campaign, be sure to keep measuring these metrics so you can see if your campaign was successful. Common metrics include churn rate, cost per acquisition, cost per lead, lifetime value, and number of new customers.
About Shai Masot
As a digital service provider, I am well equipped to advise other companies on their marketing campaigns. I am a specialist in marketing and digital solutions and share my expertise with companies in SaaS and other industries. Through my own experience and by providing marketing services to other companies, I have confirmed which strategies work best.
Published on January 15, 2021
The opinions expressed here are the opinions of the author. Influencive does not endorse or verify the brands mentioned. does not investigate and cannot investigate the relationships to the named brands, products and persons and must be disclosed by the author. VIP contributors and contributors, among other things, accounts and articles are professional and paid.