Creating a good software product is half the battle for B2B companies. Once it is ready to go to market, the hard work begins. This is when you would need to bring in customers for your software. B2B Saas marketing is a solution to this problem. That is provided your product is tailored for businesses. Your marketing team should place this in sales cycles as part of a holistic customer acquisition strategy.
What stopping you from implementing an effective content marketing strategy? Most businesses will cite marketing budget issues. Considering the customer lifetime value for SaaS products, you can make a good case for investment.
What is SaaS Marketing?
Software as a service marketing is what we call any strategy that you would use to market your software. It can be very simple and free or complex and expensive. We will look at some ideas that your business can implement throughout this post.
What are the differences between B2B and B2C?
Well, first of all, the entire world is divided into b2b and b2c. There are no exceptions, and there are no blurred lines between them. But when it comes to marketing the software that your business would create, you would need to focus on the difference between them.
Business-to-business (B2B) marketing is used by businesses that sell to one another. This is where they would use software for their business purposes, such as financials or HR software applications.
Business-to-consumer (B2C) marketing, on the other hand, is software that is specifically designed to be used by consumers for their private use. It could be challenging to create a good B2C product.
As you can imagine, these differences impact your approach to marketing. It impacts the channels that you would use or how you would use them.
Why use a blog as a marketing tool?
Your blog can work as a personal journal. Use each blog post as part of a comprehensive digital marketing campaign to rope in your ideal customers. It is incredible how powerful this can be as a marketing tool. You can generate the pieces of content yourself for free, or hire B2B marketers to assist you. (wink wink).
Most businesses would use this to keep their potential customers and current customers up-to-date with what they are working on. Is there a new development? Have you updated your products? This is where you would keep your customers in the loop.
When well utilised, it can be a powerful marketing tool. Think about some of the blogs that you currently follow. What is it about them that keeps you coming back? They add value! Using your blog to add your voice and value to the community will turn it into a powerful marketing tool. Include it in any marketing strategy that you use.
Why use a survey as a b2b marketing tool?
There is something psychologically strange about being asked to respond to a set of questions based on your expertise. We all like a pat on the back. To be acknowledged as being valuable enough within your community to contribute in a survey feels good. That is why this an incredible marketing tool. The aim is never to frontload the marketing.
You want to ask probing questions. Is through these questions and resulting tools that you can market to your customers. For instance, let’s say you are working on a social media management tool for businesses. You can reach out to potential customers to find out what some of their pain points are.
If the budget permits, you can incentivise them. Something as small as an Amazon voucher would do the trick in most cases. Don’t have the budget. The promise of early exclusive access to a tool would do the trick.
Why use social media as a b2b marketing tool?
Facebook has over 2 billion users. That is huge! That is why social media is an incredible marketing tool. Just the opportunity to target a large number of potential customers is enough on its own. But the real power comes from how you use it.
Think about what your target customers are talking about. What would they like to see? What would they like to know? Are there any common frustrations that can be alleviated using your software? This is where social media will play.
Linkedin has been growing at an incredible rate and is one of the best platforms to market your product on. It is how you can reach out to your potential customers and showcase what you have to offer. The added bonus is that if they are a business owner, you would have direct access to their email addresses!
If someone likes what they see, they could become a customer extremely quickly. What businesses don’t like saving time and money?
Why use PPC marketing as a b2b marketing tool?
Let’s face it. Your future customers would actually have to visit your website to buy your software. It is possible that there are some potential customers out there who don’t know what you are up to.
Would they know about your company? Would they know how much you could help them? Do they realise what a great opportunity it would be for them if you were able to be of service?
This is why pay-per-click (PPC) advertising can be an incredible b2b marketing tool.
Using Case Studies
Businesses want to see results. That is what would convert most of them into customers. This is where case studies come in handy. Think about it. If your product is so good, why wouldn’t you want to showcase it. It is a win-win situation. You get to brag about your company’s growth and you get to showcase what a great product you have.
You can share the phases of how your product helped in their progress and how it helped contribute to their success. Try and use some numbers in the description. This will help give more weight to your story as long as the numbers are real and verifiable.
Highlight the success that other businesses have had using your product. This will show that you are committed to building a long term relationship with your customers. It lets them know that your business is here to stay.
Offer Exclusive Access and Trial Periods
It is possible that the prospects are not aware of your product or service. It is also possible that they have no idea what it can do for them. This means you have to be creative. I do not recommend throwing in the towel.
Dig into their demographics and try and find out where they spend time online. You can try and find out what kind of websites they visit and why. You can try and find out some of the common frustrations they have. You can try and find out how you could solve these problems for them.
It is possible that there are people that would be interested in using your product but don’t know where to start. It is also possible that someone else is using the same product you are trying to sell them for cheaper than the price yourself.
Your trial users can be incentivised to convert by the good experience they have using the product. You can also offer small discounts to get them over the line.
Use Lead Magnets
Value works! It is one of the best ways to get your sales funnel going. You can transition traffic from paid marketing campaigns and organic search engines into a good workload for your sales team. Using lead magnets can be very powerful when used correctly. It allows the prospects to get a feel of what you are doing on your website and this might entice them to stay even longer.
Now, there are specific rules that need to be followed when using these lead magnets. It needs to be short and concise enough for users to download it immediately.
The content of your lead magnet should speak directly about the results they can expect from using your product or service. Don’t try and sell them anything in the lead magnet itself. Create seperate marketing assets for this. White papers are one of the best ways to do it. You can also use webinars for your marketing efforts.
We will take it you were smart enough to collect emails during the lead magnet giveaway? You will need them for this step. You will need to create a drip campaign that speaks directly to your prospects. Do not send anything that your prospects are not interested in. At this stage, you will need to try and get them to use your product or service.
The emails you send in these campaigns should not be promotional. The emails sent should be value-filled where possible. Try sending links back to some of the content on your website that your prospect could find helpful.
“Put yourself out there!” was my sister’s advice when I was single for a little longer than she liked. I’ll pass it on to you. Network within the same circles as your target audience. Find out what events they go to and tag along! This includes conferences. If you can get a speaking or sponsorship slot at said events, even better!
Optimise Your Conversion Rate
Conversion rate optimisation is one of the most underappreciated parts of the sales cycle. Once your inbound marketing plan through Google Ads or search engine optimisation starts to drive you leads, you want them to become customers. Your sales reps cannot do it alone. A well optimised website can make a difference of over 50% in total revenue to one that isn’t optimised.
Google Analytics can be set to show you the customers’ journey once they hit a landing page. Pairing it with an application such as Hotjar will give you insight of what people are looking at. Use that information to test layout changes on an piece of marketing.
What are some our your favourite Saas marketing techniques? The right strategy would factor in customer personas. Personalising all marketing initiatives will improve the results that you get through the sales funnel. Product marketing can be fulfilling when done right. Let us know what you think in the comment section. Should you need some help implementing some of these strategies, we would be happy to assist.