The SaaS industry has seen several trends over the years. However, business owners must go beyond traditional strategies to capitalize on them. Ariana Shannon, Marketing Director, SalesIntel shares few SaaS marketing strategies companies can use to reach their target audience and increase quality leads in the coming year.Â
Over the last few years, the SaaS industry has seen significant growth. Much of this has been driven by several trends. While some have come and gone without leaving much of an impression, others have remained and made their presence known.
To properly capitalize on these trends, SaaS business owners may need to use them as soon as possible. Aside from standard digital marketing strategies like great website design, Google SEO services, email marketing, and content creation, some notable trends have begun to impact the industry, and some are expected to continue.
To stand out from the pack, B2B companies must improve their marketing efforts. That’s just the way things are. However, with various marketing methods available, it can be difficult to determine which ones are best for your company.
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That’s why we’ve compiled this list of the best B2B marketing techniques for SaaS companies. You will be able to reach your target audience and build your business if you follow these best practices.
1. Develop a Strong Lead Nurturing Strategy
Lead nurturing is the practice of building relationships with potential consumers who aren’t yet ready to buy. When executed correctly, this B2B marketing approach helps you increase brand recognition and boost the SaaS lead generation pipeline.
You may nurture your leads through various methods, including email marketing, content marketing, and social networking. This strategy, like all B2B marketing strategies, is complex enough to warrant its own article — all the more reason to have a plan in place for nurturing your leads so that you can stay top-of-mind when they’re ready to make a purchase.
2. Harness the Power of Social Media
Social media is an effective B2B marketing tool for reaching a larger audience, nurturing leads, and building connections with potential clients.
When using social media for B2B marketing, the emphasis should be on connection development above all else. These examples are engaging with your audience, distributing valuable material, and reacting to comments and inquiries.
You may also utilize social media to promote other marketing material for your social channels, such as blog entries, infographics, and videos. You may distribute this material via social media or paid advertising.
However, there is one caveat: do not convert your social network sites into glorified landing pages. Remember that most individuals use social media for pleasure, not to buy products.
3. Focus on Marketing Automation and CRM
Marketing automation and CRM are two crucial B2B marketing technologies. Marketing automation software may assist you in automating marketing processes such as email marketing, social media marketing, and lead nurturing. All of your manual labor adds up, and by adopting automation software, you can save time and focus on other elements of your organization.
Furthermore, as your company expands, managing customer interactions gets increasingly difficult. Because current trends favor personal, empathic customer service, CRM software may assist you in bringing that personal touch to every client connection, no matter how many there are. It’s also useful from an administrative standpoint because a CRM solution tracks customer demands and purchasing history. Marketers may then use that massive quantity of data to develop micro-targeted marketing.
4. Target Customers With PPC
PPC (pay-per-click) advertising is an effective B2B marketing method for SaaS lead generationOpens a new window and salesOpens a new window . PPC allows you to put advertisements on search engines such as Google and pay for each click on your ad.
Because it lets you target clients actively searching for your product or service, PPC may be an effective approach to reach your target audience.
Choosing the appropriate keywords when creating a PPC campaign might spell the difference between your campaign succeeding or failing as soon as it is launched. These keywords are, well, words and phrases that potential buyers may type into a search engine while looking for your product or service. You can ensure that your ad is seen by people interested in what you have to offer by using the right keywords.
Setting a budget for your PPC campaign is also essential. This will ensure that your campaign is profitable and that you do not overspend.
PPC is an effective B2B marketing tool for reaching your target audience and generating sales-qualified leads.
5. Mobile-first SaaS
For the past few years, SaaS has been centered on a computer-first strategy, frequently resulting in mobile devices falling behind. There are a variety of causes for this, with some of the most famous focused on technology restrictions. However, as mobile devices have gotten more sophisticated, this has altered dramatically. As a result, more SaaS companies and their clients are looking to use these devices.
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6. Incorporation of Artificial and Sales Intelligence
Few people knew what to make of Artificial Intelligence (AI) in its early days, although it has been deployed in a growing number of businesses in recent years. This has spread to SaaS, which has begun to employ it in various apps and development methodologies.
Much of this can be seen in the assistance in automating various core functions while allowing businesses to take advantage of various benefits and features. Machine learning is also used in this, with the technology allowing businesses to monitor and improve SaaS solutions.
According to a CSO Insights report, only 9.7% of companies have given sales reps access to sales data. In comparison, 90.35%Opens a new window believe that salespeople must demonstrate dedication before being given access to sales data. Investing in the right sales Intelligence tool becomes a crucial investment for any firm that expects and forecasts sales growth.
7. Partner With Non-competing Vendors
It is a wise decision to collaborate with non-competing providers. Develop relationships with vendors who currently supply a complementary solution. Approach those suppliers and explain how your combined solutions are far superior. Tell them you will do the same if they are willing to bring you in on transactions.
For instance, if you are marketing a product or technology that can assist the HR department, collaborate with a payroll provider that is currently a vendor for your target. They’ll make a direct introduction as soon as their client has stated a pain area where your product may be valuable.
Sales intelligence tools assist you in identifying the technology platforms that your target customers are using and in identifying complementary vendors with whom you may be able to partner.
Conclusion: Mix Your Strategies in the Dynamic SaaS Landscape
There you have it: seven effective B2B marketing methods for SaaS companies. You can generate sales-qualified leads and help the sales team spike up the sales graph by following these strategies.
The SaaS business will continue to evolve in the next few years, with no indications of slowing down anytime soon. Most company owners should be able to grow their businesses by understanding what lies ahead and how to overcome or capitalize on these trends.
To achieve the greatest results, mix and match different marketing mediums. Keep an eye on what’s happening in the B2B marketing scene so you can adjust your plans as necessary.
What SaaS marketing strategies have you developed to reach your target audience and increase quality leads in the coming year? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .