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B2B SaaS Marketing Strategies That Work

4 Mins read
  • Synergy Research reported that IBM had 7 percent of the cloud infrastructure market
  • These major platforms probably only went all-in on flexbox fairly recently
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We can all agree that marketing itself takes a lot of work. 

It requires so much energy, patience, consistency, strategy, and hard work. I needed all of what I mentioned above to sell a few festival tickets in college. If that’s the case with something that has a physical form, what about SaaS marketing? SaaS is dynamic and always developing. It certainly does not look like a festival ticket, and majority of people have a hard time merely understanding the term ‘SaaS’. 

It is difficult and challenging, but it’s not impossible. 

Now, let’s take a look at some of the B2B SaaS marketing strategies: 

For someone who isn’t very closely following the IT industry, the number of acronyms they use can be cruelly confusing, especially when it’s about cloud computing. There are three essential sectors in cloud computing services, namely; Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), and Software-as-a-Service (SaaS).

Freebies for the win

When you offer a free trial of your service with different options for people to opt for it, iterations like a free trial, free trial with credit card information, free trial with no credit card information, limited version free for some time, etc, this is almost like gifting a person something incredible but taking it back. Once people start using your service, it is going to become difficult for them to suddenly ‘not use’ it. 

The free feature is also one of the widely-accepted SaaS marketing strategies, and it is proven to be an impetus for high-quality leads and customer acquisition. It is essential to keep track of these leads and enquire about their experience by the end of their trial period. It can provide you with a more in-depth insight on quality or usability issues. 

This is insane!

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Content is Key 

For your content to stand-out and be appealing, create content for people instead of looking at your customers as businesses or users. It might seem minuscule in terms of a marketing strategy, but it has a severe effect on the reach of your content to your audience. 

Studies show that B2B customers are interested in content from the brand as they are actively researching solutions and providers before engaging with a salesperson. 

They pretty much view your content as a preview to the movie that your service provides. 

The reason why your content must be customer-centric is that they are looking for relatability. Instead of creating content that blows your own trumpet, create content that speaks to the customer and how your product can make their lives easier. 

Relatable content not only results in increased shares and engagements but also in conversions and conversations. They begin to trust in you, and that is exactly what you should be aiming for in content marketing. 

With the help of content syndication you can boost the reach of your content, and with the help of PPC , you can further increase the number of leads you generate. These tactics are also useful in terms of conversion. 

Referrals are underrated 

Referrals are a fantastic lead generation tactic! How? 

Add your company’s website link to any content or website that is public-facing or like how the Gen-Z’s like to call it the red-hot. (co-marketing) 

You can also obviously ask for referrals by email or ask the customer if they know someone who might need the help of your software. See it as building relationships at the same time. We’re creating conversations. 

And always remember to look for high-quality referrals and ask for ONE. You ought to receive the best candidate they can choose. It’s pretty much like getting asked who’s your best friend when we were in school, and you are forced to pick one though you didn’t want to, but you choose the one you like the most? 

The point is, you’ll get the best referral when you narrow it down to just one. 

And here’s a study to support this point: 

Google AdWords 

Investing in PPC becomes essential as many many, I cannot stress this enough, many potential leads click on search engine ads every day. 

PPC is appealing to CFO’s or someone who has a controlled marketing budget as it comes with an inherent cost and result predictability, which is pretty cool. It is undeniable that you can generate significant levels of traffic and increase the rate of your leads if you’re willing to spend some money on it. 

Here’s what you should remember, run a series of tests and see what activity generates the best ROI for your business as this can provide insight for opting to PPC for your business. However, it is highly scalable so you can reduce or increase your spending based on the requirements of your business on any given day. 

While these are some of the marketing strategies that can help your software companies to grow, it is your job to figure out and test what works best for you. Test, analyze, and optimize. That’s the key. 

Happy marketing! 

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