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A Quick Guide to B2B SaaS Marketing


The pandemic has effectively caused a boom in digital industries as more and more businesses transition to online platforms in their daily operations. 

One of these industries is a software as a service (SaaS), with its end-user spending expected to reach USD 171.9 billion this year. Experts predict the industry will have a global market value of 191 billion euros by 2025.

Alongside a growing market, SaaS companies should expect more competition, especially in the business-to-business (B2B) sector. Marketing one’s SaaS product is a challenge, especially with new competitors popping up all the time, all over the world.

What Makes B2B Marketing Unique?

The SaaS market is pretty diverse, with various products catering to different sectors and specific goals and purposes. It would be best to tailor your SaaS marketing strategy to the industry you wish to attract. 

B2B SaaS customers behave differently from ordinary B2C or e-commerce buyers. Where B2C customers could be easier to attract and have shorter buying journeys, B2B customers are a lot more discerning, taking more time to ensure that they are making the right purchase decisions.

Your B2B SaaS marketing approach should hit this particularity to succeed in attracting your target customers.

7 Ways to Improve Your B2B SaaS Marketing Strategy

Building a consistent customer base to help your business soar starts with an effective marketing strategy. Here are seven tips you could consider when crafting your next marketing plan:

1. Know Your Audience

It’s the best marketing practice to create buyer personas before developing specific strategies. This step is even more critical for B2B SaaS marketing.

B2B customers are often decision-makers for an entire company. With this factor in mind, it’s crucial to target their job role, company goals, workflow, and specific pain points in their operations. 

Knowing the needs of your target customers helps you insert your product better into their existing routine. A well-researched buyer persona enables you to craft strategies that show how your SaaS product could solve customer problems.

2. Utilize Content Marketing

Quality content gets your product’s name out there and into the minds of your target audience. Whether it be a blog, an online course, an e-book, or guest posts in reputable publications, content marketing gives your product a voice.

Consistent, high-quality content sets you apart as an industry authority, especially if your content leans more toward education and industry analysis.

B2B SaaS customers are more discerning than regular shoppers and often do extensive research to find the best software for their company. Coming across well-produced content highlighting your product’s strengths and features will provide an excellent case for a potential client.

3. Consider Hiring an Agency

If your company doesn’t have the staffing or expertise to conduct full-fledged market research and strategy, it might be strategic to work with a SaaS marketing agency.

Hiring marketing specialists helps you benefit from their years of experience and expertise in the industry. You might be relatively new to the game, but they are not, and working with them will help you craft effective and hard-hitting strategies to fast-track your company’s growth.

4. Make Sign-ups Easy

Review your product sign-up process and make sure that it’s as easy as you could make it. This step is critical if you offer free trials or consultations. 

When signing up for free services, your potential customer has not yet committed fully to your product. Adding unnecessary steps to the sign-up process could be seen as a nuisance and might prevent some customers from signing up and enjoying your product.

Avoid asking for unnecessary information and provide third-party sign-up options, such as Google or LinkedIn.

5. Be Transparent About Pricing

After knowing what your product does, your customer’s next question is probably the price. As much as possible, be transparent and upfront about your SaaS product’s pricing. Show clearly what services you offer and how much they cost.

Hiding your prices or being sly about it could be off-putting to potential customers, as it implies having something to hide. It also minimizes the number of pricing questions you might receive, leaving more time to spend on pressing matters.

6. Offer Free Stuff

Giving out free trials or offering a freemium service is a great way to collect new and loyal customers at little to no cost to your business. 

A free trial allows potential customers to experience your program for a limited time. On the other hand, freemium programs allow perpetual use of your program with limited capabilities. Customers could then purchase a full subscription to make full use of your SaaS product if they wish.

This approach allows you to show off your SaaS product to potential customers and maintain their patronage if they are satisfied with your product. 

It’s also a great way to reach out and ask for their feedback, which will help you and your team improve your software features.

7. Feature Customer Experiences

Positive word-of-mouth and customer reviews are incredibly effective ways to drive customers to your business. B2B customers will likely perform due diligence before settling with certain services, and reliable customer experiences will assist in swaying their decision in your favor.

You could feature short customer reviews on your website’s homepage as a way to get more sign-ups. To increase your business’ credibility, you could also craft case studies on the experiences of your former or current customers and how your SaaS product has helped them solve problems.

Strategy Is King

It’s important to create cutting-edge software to stand out in the SaaS industry. However, growing your business and attracting loyal customers comes with a solid marketing strategy. With the sea of competition out there, focusing on your customers and addressing their problems will help your SaaS product stand out.

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