Have you got your B2B SaaS Marketing Right?

Table of Contents

 saas marketing strategiesMany SaaS companies fail before they’re able to attract a user base. The wrong SaaS marketing strategies, or a lack of marketing, is often to blame. Does your business offer software as a service to other businesses? If so, then there are a lot of targeted marketing strategies you can use to make sure that your online marketing efforts are converting at the highest rates possible.

Comprehensive Competitor Analysis

Your potential customers will be analyzing your competitors to decide on the best service for their needs. If you’re not conducting a comprehensive competitor analysis, you’re reinventing the wheel.

Competitors have done some of the hard work already. It’s essential to:

  • Analyze competitor sites.
  • Document keywords competitors are targeting.
  • Analyze competitors’ social media accounts and audiences.

Top B2B marketing agencies will determine what’s working for competitors and build off of their success. This is not about stealing strategies, but improving your company’s chance of success.

Optimized Call to Action

Are you using the right call to action? When potential customers land on your site, they should take action. These leads need to be enticed. Call to actions start on your homepage, and include links to vital pages: features, pricing, free trials and sign up pages.

However, companies often make the vital mistake of not optimizing other vital areas of their website, including:

  • Sidebars: Every sidebar should receive a free trial banner.
  • Content: Links to free trials or features within site content, or at the end of posts.
  • Newsletters: One of the most powerful call to actions comes from company newsletters. Adding links or banners to free trials or promotional offers to these leads will boost conversion rates.

With a simple change to your site’s template, it’s possible to add these call to actions to every blog post on your site with ease.

SaaS marketing for B2B market will not produce results if your call to action is not optimized.

Solid Content Strategy Tailored to Your Customers

Content is the most vital element in SaaS marketing strategies. If content isn’t attracting new customers, it’s not fulfilling its purpose. Many clients want to be engaged and learn more about a particular product/service they are looking for.

For example, if your SaaS offers an easy-to-use platform that combines all of your social media accounts into one place, your audience would be:

  • Companies looking to expand their social reach.
  • Marketing agencies that want to know ways to increase productivity.
  • Casual users looking for an easy way to manage their social media accounts.

Creating personas for these three groups will allow a content strategy to be formed appealing to these personas. Your strategy needs to answer the reader’s questions and go beyond tutorials or simple news updates about your service.

While you expand your content portfolio, you will become an authority. Use this time wisely. Attend interviews, write for industry publications and ultimately, build your personal brand to become an authoritative figure in your industry.

Lead Scoring and Nurturing

Luring in a potential lead does not mean that they’re ready to buy – yet. Top B2B marketing agencies will always integrate a mailing list into a site. With a mailing list, you’ll be able to attract potential customers that aren’t quite ready to use your service.

Offering something of worth, such as an e-book, is a great way to attract people to your mailing list.

Now, you’ll be able to send these subscribers blog updates, information on new service offerings or exclusive discount codes.

By gaining the user’s first name and email address, you’ll have direct contact with a potential lead that may have otherwise been a one-time visitor to your website. Through proper nurturing, you’ll be able to turn many of these potential leads into customers.

SaaS marketing for B2B markets will require a tailored approach to be successful. If you need help with your SaaS marketing campaigns, please contact us today for a free consultation.


Author Bio

Andy Beohar

Andy Beohar

Andy Beohar is VP of SevenAtoms, a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI-positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter.

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