B2B SaaS marketing is poles apart from B2C marketing as the target audience is different.
There are core differences between buyers’ journeys to purchase a product or service. A B2B customer does far more research compared to its B2C counterpart.
B2C products and services need less consideration, so a business has to spend less time with the customer.
B2B products/services need more time and consideration to come to a decision. There are more decision-makers, and there’s a higher need to teach customers. Therefore, the customer journey takes more time.
How does B2B SaaS marketing come in all of this? Let’s dive deeper into it below.
How to Do B2B SaaS Marketing?
Every business is different, so marketing the SaaS solution is different for all of them. Here are some basic practices every business should follow:
1. Become a part of product development
To market the product effectively, you need to become a power user itself. When you take a stake in the product, you get several advantages:
You find problems sooner than the customer
You can suggest changes/features to the product development team
Push towards prioritizing feature development
Uncover new market segments
The only way to do this is by spending A LOT OF TIME with the product. When you’re marketing the SaaS product, make sure to collaborate as much as you can with customer support teams. This helps you gain insights into valuable customer data.
2. Create product-focused SEO content
Creating product-focused SEO content is a great way to market SaaS products. Product-led topics are the opportunity to help people solve problems with your product.
Write SEO-friendly content that’s designed to rank on search engines. By combining helpful topics and SEO content, you can drive a lot of traffic to your website.
Not just blogs, you can repurpose the same content on YouTube, social media, and other channels.
Product-focused SEO content can do a number of things:
Bring new customers
3. Publish original research
Original research is the content that will take you a long way. When you publish original content, you gain two things:
Backlinks you receive from outside websites increase your website’s ranking.
Original research (case studies, data studies, surveys, etc.) attracts backlinks as other authors use your studies as the source. When your page has a lot of backlinks, it increases page authority.
You need thought leadership in the SaaS niche more than any other niche. When other websites mention your study, you start gaining authority in the industry.
4. Retain users by teaching them
All SaaS businesses face one common issue – churn. Sooner or later, customers stop paying for your product/service.
There’s no way to stop customers from canceling their subscriptions if they need to. Instead of trying everything under the sun, try to educate users about the product/service and the value of using it.
This is why you need to consistently publish product-led content.
You can build a small knowledge hub on your website about your tool. Or, you can host regular FREE webinars to teach new and existing customers about the product/service.
Make sure your product/service has helping manuals almost everywhere. If your product is tough to master for a general user, you may want to put extra emphasis on educating the customers.
Offering quality educational content is a great way to retain customers. As an added bonus, it builds brand loyalty.
5. Use event networking
Small startups/businesses in the SaaS niche have to utilize events networking as much as possible. To grow quickly and create awareness, networking is crucial. You can learn a lot from other SaaS companies and people who use these products.
As a SaaS business looking to market its product, you need to visit events related to your industry.
The best part is that you don’t have to spend a lot of money to attend these events.
6. Find content creators in your niche
Content creators are a gold mine if you know where to look for them. You can build strategic partnerships with content creators in your niche.
Content creators and influencers have incredible reach and influence. Find such influencers related to your niche, and you can take advantage of their audience.
While influencer partnerships often show quick results, you need to be patient. What you can do with your partners is to create awareness about your brand and promote the value your brand offers.
Moreover, you can try and promote something that requires less thinking from a customer. Ask your partners to promote a free tool/course/resource that you’re offering.
This is the fastest way to bring the audience to your brand.
7. Don’t forget about sales enablers
Sales enablers are resources or talking points that your sales team can use to engage with clients. This can include a pitch deck, articles, landing pages, battle cards, brochures, etc.
The sales team often gets a lot of questions that are tough to answer on calls. Use marketing channels to answer common questions.
To kick off, here are some things you can do to make the job easier for the sales team:
Make a list of the pros and cons of your product/service. Share those with your sales rep. The sales team will be able to highlight the strengths. Plus, knowing their weaknesses beforehand will help them prepare for the questions.
Ask your sales team what material was helpful for them.
Create a space where your sales team can be updated on all the changes in the product/solution. This way, the sales rep will always be prepared for the questions and comments about the new feature.
8. Leverage local marketing to target key markets
While marketing your products in English is a great option for getting audiences from all over the world. But if you want to target customers in non-English speaking countries, local marketing is the way to go.
Increasing brand awareness in non-English speaking countries is only possible by being present in those locations. Businesses need to invest in events and seminars in local communities to grow their presence in those locations.
You need to consider local marketing as a viable marketing channel. Local marketing strategies have to be a part of your global marketing plan.
B2B SaaS marketing has evolved greatly over the years. There are so many tricks that you can use, but it’s about using all the techniques. You need to focus on things that work best for your brand.
Do a lot of trying and testing to see what works and what doesn’t.
If you’re trying B2B SaaS marketing and getting lost over and over again, it may be time to hire a professional. As a B2B marketing leader, we at MNS Digital Flip can take over your B2B SaaS marketing needs. With a blend of tried and tested strategies and innovative ideas, we make sure your business is where it needs to be.
What is B2B SaaS Marketing?
B2B SaaS Marketing refers to the marketing strategies and tactics specifically designed to promote and sell Software as a Service (SaaS) products to other businesses. It focuses on addressing the unique challenges and needs of B2B SaaS companies.
How does B2B SaaS Marketing differ from B2C SaaS Marketing?
B2B SaaS Marketing targets businesses as customers, while B2C SaaS Marketing targets individual consumers. B2B marketing often involves longer sales cycles, complex buyer journeys, and a focus on solving business challenges.
What are some effective B2B SaaS Marketing strategies?
Effective strategies include content marketing, SEO, email marketing, social media marketing, webinars, thought leadership, and account-based marketing (ABM). Tailoring your approach to your target audience is key.
What role does customer segmentation play in B2B SaaS Marketing?
Customer segmentation involves dividing your target audience into distinct groups based on characteristics like industry, company size, and pain points. This allows for more personalized marketing efforts and better results.
What is the importance of customer retention in B2B SaaS Marketing?
Customer retention is crucial as it’s often more cost-effective to retain existing customers than acquire new ones. Building strong customer relationships and providing ongoing value can lead to long-term success.
How can B2B SaaS companies measure the success of their marketing efforts?
Success can be measured through key performance indicators (KPIs) such as customer acquisition cost (CAC), customer lifetime value (CLV), conversion rates, churn rates, and ROI on marketing campaigns.
What are some B2B SaaS Marketing best practices for startups?
Startups should focus on building a strong value proposition, identifying a niche market, creating high-quality content, and leveraging partnerships to establish credibility and gain traction in the competitive B2B SaaS space.
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