B2B SaaS Marketing: Definition, Best Practices, and Effective Strategies to Selling SaaS B2B

B2B SaaS marketing specifically caters to software-as-a-service (SaaS) products, which are subscription-based products contrary to more conventional ones with a single-purchase nature.

This is one of the reasons why SaaS B2B marketing can be challenging. If you are a SaaS business owner or manager, you constantly bear the pressure of always proving that a subscription to your offerings is worth renewing in the long term. There seems to be a constant need to persuade your customers to continue using your software and doing business with you.

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What is B2B SaaS Marketing?

B2B SaaS marketing is a type of marketing wherein a SaaS company advertises its software as a service to other business entities.

The products these companies provide are software designed to further the efficiency and productivity of business processes. These software suites help organizations save time, effort, funds, and other resources. Application software and systems aim to optimize and elevate a particular business' sales funnel, assisting a company in improving its client care services and marketing initiatives.

This is where an effective B2B SaaS marketing strategy steps in to ensure the success of your SaaS company.

Why is a B2B SaaS Marketing Strategy Necessary?

SaaS B2B products are regularly evolving and improving. You must develop upgrades, modifications, adjustments, and new features to keep up with the ever-changing consumer needs.

These software requirements' enhancements are a crucial part of your software development life cycle. On certain occasions, you even need to appropriately build bespoke, custom software based on your client's business model-specific demands.

Moreover, there is the competition that you need to keep pace with, too.

These factors make B2B SaaS marketing a highly competitive market wherein companies strive to thrive and stand out. Therefore, to get ahead of the competition, SaaS B2B marketers should tackle the challenge of designing and building more innovative, future-proof ways to capture and retain users' attention.

B2B SaaS Marketing Strategy: 9 Efficient SaaS B2B Marketing Methods

There is an abundance of B2B SaaS marketing strategies and tactics available for your SaaS company to leverage—and they keep adding more as the market demands increase and change.

In this section, we collate the foremost SaaS B2B marketing methodologies, which are tried and proven.

1. Demand Generation

Deemed the core of a SaaS B2B marketing and growth strategy, demand generation refers to making your prospective clients aware of their need for your products and services.

Demand generation channels are the driving force behind expanding our audience reach. It is a more targeted form of building brand awareness and recognition. As a SaaS company, you can utilize these channels to create a sense of urgency for users. Use them as a nudge to persuade a business that indeed needs your software for its more seamless, streamlined operations.

2. Lead Generation, Scoring, and Nurturing

While demand generation is more focused on establishing brand awareness and recall, lead generation, on the other hand, is directed toward converting leads into sales-ready leads. An integral part of any marketing scheme, the goal of lead generation is to generate consumer interest in your software-as-a-service and turn this interest into a sale.

However, not all leads are equal. This truth brings us to efficient lead scoring. Lead scoring is identifying the value of leads or prospective clients based on their behavior.

Through lead scoring, you determine how to approach a potential customer based on where they currently are on the SaaS B2B sales and marketing funnel. Some may still be at the top of the funnel (TOFU). Others may already be in the middle of the funnel (MOFU), while the rest may be at the bottom of the funnel (BOFU).

In turn, successfully pointing out your potential user's stage on the funnel takes you to lead nurturing. As the name suggests, lead nurturing aims to "nurture" users at the TOFU so you can get them to the MOFU. The same goes for users in the MOFU. What you will want to achieve is to bring them to the BOFU.

In other words, lead nurturing is developing stronger professional relations with your leads so they can move to the next funnel phase in their customer journey. Here are the ways through which you can execute lead nurturing:

  • Email marketing
  • Creating product hype through product launches
  • Retargeting
  • Free resources such as e-Books
  • Access to live webinars

3. Paid Growth

While some SaaS B2B marketers argue that paid growth may not be the most sustainable B2B SaaS marketing strategy in the long term, it can still play a crucial role in your SaaS company's current marketing plan.

Putting the suitable paid ads at the right time on the right platforms can take your B2B SaaS marketing a long way. What is excellent about paid ads is that they are easily measurable. Their qualitative nature makes them a perfect metric for determining the delivery of a good ROI.

4. Affiliate Programs

An affiliate program is a revenue-sharing marketing strategy through which an affiliate promotes your product or service as part of making sales and hitting your marketing goals.

Through this marketing method, your affiliates earn a percentage of a successful sale or simply drive customer traffic.

By way of an affiliate program, you can find entirely new markets and audiences based on your affiliates' varying connections and networks. This opens you to more significant opportunities for boosting your sales. Users will start flocking to your website or landing pages once they become familiar with your software services and products.

Similar to using paid advertisements, the effectiveness of an affiliate program as a B2B SaaS marketing strategy is sometimes debated over, particularly for promoting software suites with a high price tag. While there may be some truth, you can always find a good workaround to make your affiliate program a win for your business.

SaaS B2B affiliate programs are anchored on a lifetime value. You can rely on this powerful and enduring feature of your affiliate marketing program because it enables the conversion of purchasers into loyal customers.

5. Events Marketing

Whether online or in-person, events are an excellent approach to client-centricity, adding a human-centered aspect to your marketing projects and leaving a dynamic impression on your potential clients.

Whether it is a trade show, a product launch, or an online raffle on social media, there is no one-size-fits-all design to execute a successful events marketing initiative. The upside is that you can get creative with your process and marketing implementation.

6. Content Creation and Distribution

Content creation is vital to your B2B SaaS marketing strategy, too. Content marketing should be an essential part of whatever specific SaaS B2B marketing method your SaaS company may be built around.

The most beneficial content types for your SaaS B2B company are those that can win over online users, making them stop scrolling:

  • Social media posts
  • Fun, interesting short videos
  • Engaging visuals
  • Product pages and listings
  • Informative website contents
  • Blog post with valuable insights
  • Use of SEO and SEM

Content distribution ensures that your excellent content is seen, particularly by your target audiences. It efficiently disseminates your marketing and promotional content on the most relevant channels. Your choice of platforms and tools for content distribution will depend on the form of messaging through which you want to reach your market.

7. Clear-Cut Branding and Solid Positioning

Your B2B SaaS marketing strategy should have a solid foundation, i.e., your branding and how you position your SaaS B2B company as an industry leader with standout, one-off products or services to offer.

SaaS B2B branding and positioning involve differentiation and your unique selling proposition (USP). Together, these two SaaS B2B marketing methodologies underscore why your software systems are the best in the industry that is somewhat saturated in a significant capacity.

To convey to your clients why your SaaS B2B is a standout, firstly, you need to know what exactly sets your company apart from the rest of the market.

Branding and positioning are essential in shaping how you create your promotional content, write your sales copies and blog entries, and set your overall marketing efforts and focus.

The backbone of every marketing project is the identifying features that make you different and elicit recognition and brand recall from your audience. Displaying consistent branding and brand positioning gains trust that can thus guarantee the success of your B2B SaaS marketing strategy.

A SaaS B2B company with strong branding and positioning showcases the following traits:

  • Exhibits transparency in its pricing and its service models
  • Delivers its promises promptly
  • Sets a justifiable price for its products and services
  • Provides a remarkable overall customer journey

8. Strengthening Your Sales and Marketing Team

As the revenues and size of your SaaS B2B grow, it is ideal for fortifying your team of sales and marketing experts. It starts with hiring the right talent to fill the right seats in your marketing and sales department.

Next up is sales enablement. It equips your specialists with the necessary tools to execute and implement your B2B SaaS marketing strategy and tactic. Sales enablement also involves aligning your workflow with your business goals and tracking progress through concrete metrics and well-defined KPIs.

9. Community-Building

A community is a consumer-centric way of allowing your marketing strategies to unfold more naturally, enabling organic engagement with your brand.

Building a community around your company creates a platform where your client's voice can be heard. It comes in many forms, and you can combine more than one of these for your community-building program:

  • Platforms for publishing honest reviews and feedback
  • Easily accessible client care services
  • Channels for answering customer queries
  • A web page for FAQs on your products and services
  • A means to request new software features and functionalities
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4 Steps to B2B SaaS Marketing Design Creation

Before you jump into a marketing project, you must formulate a well-structured marketing plan. Here are the key aspects you should focus on when creating a B2B SaaS marketing strategy.

Step #1: Know Your Customer (KYC)

Frame the value proposition of your software-as-a-service around determining and understanding your target market.

Perform extensive research on the businesses you want to sell your product or service to. Include the following details in your investigation:

  • Business needs and demands
  • Company goals, mission, and vision
  • Pain points and challenges their business faces and aims to solve
  • Their client base—ideal buyer personas and critical demographics the business caters to
  • The most important benefits, according to their viewpoint
  • The functionalities and features they are looking for in a SaaS B2B
  • The reasons and influences behind their purchasing decisions
  • Contents they consume and respond to

Step #2: Know Your Competitors

You must understand how the competition is faring, so you will know how to position your company as a standout in the SaaS B2B industry.

Pay attention to these details about your competitors:

  • Their business profile, messaging and positioning
  • The businesses they cater to
  • Their marketing materials that work and those that need improvement
  • Strengths and weaknesses
  • Case studies on their previous wins and failures

Step #3: Define Your B2B SaaS Marketing Goals

Be clear about what you want to achieve for your company via your B2B SaaS marketing efforts. Here are guide questions you can answer to arrive at a vivid set of goals:

  • Would you like to raise brand awareness for your SaaS B2B?
  • Would you like to educate your potential clients on industry news and other relevant topics?
  • Would you like to get them to sign up for a free trial or book a consultation and demo?

Setting your goals can help you better outline your marketing methodologies.

Step #4: Identify the Most Appropriate Channel for Your SaaS B2B Marketing Projects

You would not want to spread your focus too thin by trying to have a brand presence "everywhere."

There is certainly an abundance of channels for SaaS B2B marketing, such as:

  • Your business website
  • Paid ads on top search engines
  • Various forms of social media network
  • Live webinars and educational e-Books
  • Podcasting
  • Online user communities
  • Email automation

However, before jumping on the bandwagon of a particular SaaS B2B marketing trend, you should first look into these factors:

  • The platforms where you can most likely find your target audience
  • The success rate of advertising on the channels you are looking to use
  • The resources you are capable of allocating to maintain your marketing channels
  • The pros and cons of promoting on different marketing platform options

Takeaways on B2B SaaS Marketing

B2B SaaS marketing is all about finding your target clients at the right time and educating them on why your SaaS B2B is the solution to their pain points. In addition, SaaS B2B marketing also educates prospective users on how your products and services can methodically address their problems.

By following the B2B SaaS marketing strategy best practices and approaches, you can consistently succeed at converting curious leads into your brand loyalists or even advocates.

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